Document Type : Original Article
Authors
1
PhD student in business management-marketing, Rasht Branch, Islamic Azad University, Rasht, Iran.
2
Assistant Professor, Department of Management - Business Administration, Bandar Anzali International Center, Islamic Azad University, Bandar Anzali, Iran.
3
Assistant Professor, Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.
10.30510/psi.2022.357366.3862
Abstract
Today, along with technological developments and increasing transformations, cultural and social institutions need to use new economic methods and effective solutions for their preservation and survival. Since cultural goods also have a special economic position; Publishers, as producers of one of the most significant cultural items, i.e. books, need to use marketing methods. Currently, with the entry of the Internet into the world of marketing, it is possible to change the distribution channels and inform the book through the Internet. Therefore, it is necessary for publishers and booksellers to develop and strengthen their online presence. At the same time, the emerging coronavirus has presented new challenges to the printing industry, which has created new opportunities and threats. Based on the results, social and cultural factors, branding in the field of books, study values, promotion and promotion of sales, and the quality of content and the structure of the factors affecting the book buying behavior of students during the Corona epidemic are known. The prioritization of these factors showed that the importance of all components is significant compared to the average level and they have high importance. The significance and validation of the final model also shows that the research model has a good fit in the structural equation test, and the model of factors affecting the book buying behavior of students of medical sciences universities during the corona epidemic is significant and has a good fit.
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