The Impact of Book-Renting Motivation on Multi-Channel Book-Renting Intention

• Main Authors: Mu-Yu Kuo, 郭牧宇
• Other Authors: 蔡瑤昇
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/cdw28k

碩士 === 國立臺北科技大學 === 工業工程與管理系所 === 94 === Recent years have seen an increase in the renting industry. According to the research by Directorate-General of Budget, Accounting and Statistics, the turnover of the goods renting in Taiwan for 2004 was 11 trillions and 3 millions NT dollars; compared with the number in 2003, it rose by 13.4%. Also, it is mentioned by U.S. Census Bureau in the investigation of Economic Census Real Estate and Rental and Leasing Industry that the turnover of consumer goods in the renting industry for 2002 was 18 trillions and 500 millions US dollars; compared with 14 trillions and 300 millions in 1997, there was a rise of 22.33%. Among the various renting industries, the booking renting, which focus on renting the comic books, novels and magazines, has been in Taiwan for decades. Since it is easy to get into the book renting field, the investing cost is not high and a great number of young customers are attracted, so far there have been 4000-4500 renting bookstores in Taiwan and the annual output value in the whole market is about 7 trillions NT dollars. Traditionally, renting books has only been limited in the real bookstores. However, with the advance of the internet technology and the spread of the computers, renting books online is becoming a new trend. This change has led the book renting to a new era. It is said that the total revenue of online renting has reached up to 8 trillions and 200 millions US dollars in 2003.( NewsFactor Magazine Online, 2004) It is also indicated in the Open eBook Forum that the revenue of electronic books (e-books) for the first quarter 2004 has been 323 millions, compared with the same time in the last year, the revenue rose by 28%. Therefore, the online renting market, including the e-books, is rising and flouring. Thanks to the possible bright future in the online deals, many businessmen are heading to the multi-channel retailing. According to the Ministry of Economic Affairs, Department of Commerce, 40.2% of electronic stores in Taiwan were started with the real stores and 85.3% of the rest 59.8% electronic stores are also with branch stores later. In 2004 US Aberdeen Group also indicated that there are 44.7% of businessmen who sell goods via stores, e-catalog and internet etc.; moreover, 25%of these businessmen have already integrated these selling channels into the operating system. Based on the researches above, multi-channel shopping will be a mainstream for the future retailing. Renting books industry shall embrace the great business opportunity and head to multi-channel operating. The modes of renting books in the store and of online are totally different and they also make different impacts on the renting book industry businessmen. What the motives behind the renting books? What impact may these motives leave on the willing of the multi-channel renting? All of these issues deserve deeper investigation but the relevant researches are still very sufficient. This research intends to examine the customers’ motives behind the renting books and what impacts may these motives cause to the multi-channel renting. The research methods are focus group interview and quantification liner regression analysis. Hoping this research may provide the useful references of the operating management and strategy application to the renting industry businessmen and other organizations.