Physical bookstore’s persistence and innovation from the perspective of reader emotions and perceived experience: a case study based on SISYPHE bookstore

The advent of the digital economy has brought new challenges to traditional physical bookstores. Faced with the dilemma of transformation and upgrading, SISYPHE Bookstore actively embraces the digital age, integrates commercial attributes and cultural attributes, and brings readers a brand new and unique experience. This study first summarizes and organizes the reader experience of SISYPHE Bookstore through in-depth interviews, and finally obtains more than 31,000 words of original data records. Secondly, according to the grounded theory, Nvivo software and comparative coding of interview records are used to refine the scope and construct dimensions. Finally, the research model is built in combination with the S-O-R theory, and the relationship between bookstore adherence to innovation, reader experience and reader revisit intention is empirically analyzed using the structural equation model. The research results show that bookstore persistence and innovation have a significant positive impact on different dimensions of reader experience. Reader experience plays a mediating effect between bookstore persistence, bookstore innovation, and readers’ revisit intention. Finally, this study puts forward relevant management suggestions from three perspectives: attaching importance to reader experience, adhering to cultural heritage and using digital technology to empower.