Identifying the psychological components in the book buying behavior of students of medical sciences universities during the corona epidemic

The emerging corona virus has presented new challenges to the printing industry that were unprecedented before, and these challenges include new opportunities and threats. Also, the coincidence of Corona with the paralyzing American sanctions on Iran's economy has caused an unbridled increase in the cost of books and a sharp decrease in the financial capacity of book buyers, which requires a comprehensive research in accordance with the tremendous changes that the simultaneous impact of these two emerging components of Iran's economy (Corona) and the crippling US sanctions) on the pattern of book buying behavior and makes it necessary for the publishing industry. Therefore, this research has identified the psychological components in the book buying behavior of students of medical sciences universities during the corona epidemic as its main goa.

The statistical sample was also selected based on the purposeful/judgmental sampling method from among the managers and decision makers of the University of Medical Sciences in Iran, academic professors and prominent organizational consultants. In order to identify the factors affecting the book buying behavior of students of medical sciences universities during the corona epidemic, the qualitative method of data theory of the foundation has been used.

Based on the results, social and cultural factors, branding in the field of books, study values, sales promotion and quality of content and structure are the known factors affecting the book buying behavior of students of medical sciences universities during the Corona epidemic.

In relation to the social and cultural factor, we find that most people in our country devote limited minutes to study, while in some countries there is an average of 4 hours of study per day. In relation to branding in the field of books, marketing is particularly important, because attracting the satisfaction of the audience and increasing the purchase of books will promote the culture of reading and reading in the country and will bring about the cultural development of the country.