The Survival of Physical Bookstore Under Digital Transformation

Abstract

Physical bookstores are gradually shifting from traditional book retailing to a cultural space that fulfills intellectual, emotional, and aesthetic requirements. However, there is increasing concern over how physical bookstores can transform and upgrade themselves with the assistance of technologies to match the current need of readers. This article uses textual analysis to identify the current situation of entity bookstores' management. The theoretical framework includes symbolic value, Goffman's frontstage and backstage theory, and Joshua Meyrowitz's medium theory. This study has examined the survival of the physical bookstores through different aspects. Online bookshops can provide good quality goods at low prices while offline bookstores can offer a wide range of cultural entertainment in which readers can engage. However, physical bookstores still face a series of problems, including interior design, readers' multiple requirements, and no subsidies. The insights gained from this study may be of practical significance for the transformation of physical bookstores.