This is because the commodity characteristics of books and consumers' purchase demand determine that the shape and size of books are not what consumers are most concerned about, but what books carry. Therefore, consumers buy books not the book itself, but the contents of the book. Unlike other commodities, there are problems such as trying on, specifications, dimensions and quality assurance. It is not as uncertain as other commodities in terms of packaging, transportation, quality assurance and return.

Therefore, in the early e-commerce, when the systems of honesty, logistics and payment are not perfect, choosing books for online shopping is the best way to cultivate consumers' online shopping behavior.