Proposing a Conceptual Model for Book Purchasing via the Internet and Evaluation of It in Iran's Universities

The main purpose of this research is to provide a conceptual model for Book Purchasing via the Internet (BPI) and evaluate it in Iran. By the nature of the study, a descriptive/survey study was done for this investigation. The model was studied and tested by an investigation about attitudes of universities, professors and students having at least one BPI experiment. Statistical sample is of cluster type and consists of 384 professors and students from 12 universities of the country. Results of the research demonstrated that four hypotheses which are: organizing informative communication, facilitating the process of book selection and access, protecting information security and private sanctum and reducing transaction cost, were accepted respectively by the average score of 73.41, 69.32, 68.65, 65.72 at reliability level of 99%. Meanwhile the index of updated information and the index of discount possibility got the lowest average score among 16 investigated indexes. The variable of organizing informative communication was the only variable that had a meaningful relation to all variables of sex, education and the knowledge of IT and computer application, that shows the importance of this variable. The results also showed that the research hypotheses were accepted by students more extremely than professors.