Online from: 1983
Subject Area: Library and Information Studies
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|Title:||Motives for and consequences of reading internet book reviews|
|Author(s):||Yun Kuei Huang, (Department of Business Administration, Takming University of Science and Technology, Taipei, Taiwan), Wen I. Yang, (Department of Business Administration, Takming University of Science and Technology, Taipei, Taiwan)|
|Citation:||Yun Kuei Huang, Wen I. Yang, (2008) "Motives for and consequences of reading internet book reviews", Electronic Library, The, Vol. 26 Iss: 1, pp.97 - 110|
|Keywords:||Books, Consumer behaviour, Internet, Marketing strategy|
|Article type:||Research paper|
|DOI:||10.1108/02640470810851770 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – This paper aims to present an exploratory investigation that was used to understand consumer motives for reading internet book reviews as well as the effects of these reviews on purchasing behavior.
Design/methodology/approach – First, focus group interviews of 45 subjects who regularly read internet book reviews and have purchased online books were conducted. Then, content analysis was used to document the rich and diverse experiences and viewpoints of the interview participants.
Findings – This exploratory study uncovered five main motives behind the reading of internet book reviews by consumers and illustrated the effects of these reviews and opinions on consumers' purchasing and communication behavior.
Practical implications – The results of this study can help online booksellers to understand the role played by consumers' motives for reading internet book reviews in the book-purchasing process, and the resulting influences on purchases. At the same time, the results can serve as a reference in establishing book review management and marketing strategies.
Originality/value – Searching online word-of-mouth reviews has become an important link in consumers' purchasing decision making. The present study investigates consumer thoughts on motives for reading internet book reviews and their effects, and puts forward several management suggestions.
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