A Study on Motivation and Behavior of Writing Internet Book Reviews

• Main Authors: Hsuan-ping Yeh, 葉軒萍
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/vm34fg

碩士 === 國立臺灣科技大學 === 企業管理系 === 95 === This study researches the effect of the motives of writing Internet book reviews on writing behavior through the online in-depth interview of qualitative research and the linear regression analysis of quantitative research. The Taiwan-based platforms of Internet book reviews are used to conduct the online in-depth interview of qualitative research to explore the effect of the motives of writing Internet book reviews on writing behavior with the sample size of 35, and then clearly develop the main motives of writing Internet book reviews by using content analysis. According to the interview results, we propose the hypotheses and design the questionnaire with the sample size of 183 to analyze the effect on writing behavior causing by four motives of writing Internet book reviews. The following are: expression of positive emotions, concern for other consumers, social benefits received, and record. Using the result of qualitative research and quantitative research, this study finds that the consumer with the large number of writing Internet book reviews are affected mainly by the record motives, followed by expression of positive emotions, and concerning for other consumers. And the consumer with the small number of writing Internet book reviews are affected mainly by the motive of concerning for other consumers, followed by expression of positive emotions. According to the discussion on electronic word-of-mouth spread motives and behavior, we provide managerial implications to Internet bookstores or other related organizations with a reference for managing their Internet book reviews and marketing strategy development.