Judgment criteria for the authenticity of internet book reviews |
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| Authors: | Yun Kuei Huang Wen I Yang Tom MY Lin Ting Yu Shih |
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| Institution: | 1. Department of Business Administration, Takming University of Science and Technology, No.56, Sec.1, Huanshan Rd., Neihu District, Taipei, 11451 Taiwan R.O.C.;2. Department of Business Administration, National Taiwan University of Science and Technology, Keelung Road, Section 4, Taipei 10607, Taiwan R.O.C.;3. Sales Department, Pan Asia Chemical Corporation, 6F., No.295, Yuantong Rd., Zhonghe Dist., New Taipei City, 23455 Taiwan R.O.C. |
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| Abstract: | In-depth interviews and genre analysis were conducted to derive the genre characteristics of commercial and noncommercial Internet book reviews in order to explore the judgment criteria for commercial (i.e., fake) and noncommercial (i.e., authentic) Internet book reviews. An empirical investigation was then performed to confirm which genre characteristics could serve as judgment criteria. Results indicated that structure and format, attributes of content, information orientation, number of words, lexical richness, personal pronouns, and paralinguistic features can provide useful clues to judgments. Moreover, commercial Internet book reviews with certain genre characteristics may hide their commercial intentions. These findings can provide reference for judgment criteria for online readers or librarians who want to select books based on objective book reviews, or on Internet bookstore marketing strategies that focus on electronic word-of-mouth comments. |
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