An experimental design approach to investigating the relationship between Internet book reviews and purchase intention |
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| Authors: | Tom MY Lin Yun Kuei Huang Wen I Yang |
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| Institution: | 1. Department of Business Administration, 43, National Taiwan University of Science and Technology, Keelung Road, Section 4, Taipei, Taiwan, ROC;2. Department of Business Administration, Takming College, No. 56, Sec. 1, Huanshan Rd., Neihu District, Taipei, Taiwan 11451, ROC |
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| Abstract: | This investigation examined the effects of Internet book reviews on consumer purchase intention. The total number of reviews and their length, the number of negative book reviews, and the order in which reviews appear were found to significantly influence customers’ book purchase intention. These results can assist book retailers to better understand the effects of various attributes in consumers’ book purchase process, as well as to manage book reviews effectively. |
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