Among the most important factors affecting readers' book purchase, the order is: first, the author's popularity; Second place (celebrity effect), title; Third, new book recommendation; Fourth, the introduction before the text of the book; Fifth, acquaintances recommend; Sixth place (word-of-mouth publicity, interpersonal publicity), title; (? Seventh place, accidental factors (such as earthquake and SARS); Eighth, the popularity of the publishing house; Ninth place, book list; Tenth, news hype; Eleventh, everyone is buying; (collective unconsciousness, follow the trend) 12, book design and production; Thirteenth place, advertising; Fourteenth, review radio and television newspapers and periodicals; Fifthly, introduce the original text; Sixteenth, the sales clerk recommended; Seventeenth, book cover advertising language; Eighteenth, advertising; Nineteenth, the thickness of the book; Twentieth, others ... From this result, we can see that most readers consider the author's popularity when buying books, so it is not difficult for us to understand why "celebrities" publish books at present. Researchers believe that for different readers, the reasons for paying attention to the popularity of the author are different: for readers who like literary books, their attitude towards literary "masters" is largely the same as that of fans towards singers, which is worship, love and loyalty; For readers who buy professional books, they believe in the attitude of "famous artists"-elites in the industry. Among the important factors that readers think affect their book purchase, 13. 1% readers first consider "title". Seeing this result, it is not difficult to understand why publishers always rack their brains on book naming, and they look like "the name is not amazing". Among the important factors influencing readers to buy books, 10.5% readers prefer "introduction before the text of the book". It can be seen that no matter how amazing the title is, no matter who the author is, at the last moment of purchase, the factor that can impress readers is the content of the book; This also reminds publishers that some necessary peripheral work needs to be done, but the connotation is more important. No matter how beautiful the title is, the author is famous, and there is no wonderful content, it will still affect readers' purchase. The survey shows that readers pay attention to the basic characteristics of books in order: the author of the book, whether it is genuine, which publishing house publishes it, whether it is a brand book, and whether it is an imported version. Another survey shows that among the most important factors affecting readers' book purchase, 12.5% readers first consider "introduction before the text of the book", and "new book recommendation" reaches 10.4%, accounting for the second;

Among the second important factors, "the author's popularity" ranks first, and 13.9% of readers think that attention should be paid to the author's reputation when buying books;

Among the third important factors, 8.6% people ranked first and chose "acquaintance recommendation".