An investigation of the effect of book packaging dimensions on purchasing intention of non-educational book: moderating role of book price and content

The main purpose of this study is to investigate the effect of book packaging and its dimensions on customer purchasing intention of non-educational book with the moderating role of book price and content. Methodologically this research is of kind of descriptive/survey researches and fall into applicable studies. Statistical population is all buyers who buy from non-education bookstores in Shiraz city which among of them 280 individuals are selected as a research sample. To test the validity of questionnaires, face validity approach is used. Furthermore to measure questionnaires reliability, Cronbach's alpha approach (808) and split half approach (75 %) are applied. Findings show that only two dimensions of packaging including persuasive and informative ones influenced the purchasing intention of non-educational books. On the other hand, whilst book price has moderated the relationship between book packaging and purchasing intention of non-educational book, but book content couldn‘t moderate the relationship. packaging is inseparable part of book. With a plain and irrelevant design, without a consideration of typography style on packaging and nothing about price information on packaging, non-educational book's buying would be influenced negatively.