Dissemination motives and effects of internet book reviews
| DOI | https://doi.org/10.1108/02640471011093507 |
| Published date | 16 November 2010 |
| Pages | 804-817 |
| Date | 16 November 2010 |
| Author | Yun Kuei Huang,Wen I. Yang |
| Subject Matter | Information & knowledge management,Library & information science |
Dissemination motives and
effects of internet book reviews
Yun Kuei Huang and Wen I. Yang
Department of Business Administration,
Takming University of Science and Technology, Taipei, Taiwan, ROC
Abstract
Purpose – The purpose of this paper is to gain a better understanding of the motives of consumers in
the dissemination of book reviews on the internet. It aims to present an exploratory investigation
followed by an empirical study that seeks to analyze the effects of such motives on the communication
behavior of consumers.
Design/methodology/approach – A study was conducted of both traditional and online focus
groups to investigate from a broad perspective why consumers disseminate internet book reviews. A
survey was also carried out of the disseminators of internet book reviews which aimed to assess the
influence and importance of the motives on dissemination behavior.
Findings – The pluralistic approach to research methods adopted in this study reveals that a desire
for sharing, venting negative feelings, and social interaction, as well as product involvement are the
main motives why consumers disseminate internet book reviews. At the same time, except for venting
negative feelings, all the motives generate positive influences on dissemination behaviors.
Practical implications – The findings can serve as a reference in the management and marketing
strategies of book reviews for internet platform owners (e.g. internet bookstores or other shops) that
provide book reviews. It is also envisioned that internet book reviews can recommend good books or
promote the borrowing of books from libraries, and it is hoped that this study will serve as a reference
for such promotion.
Originality/value – The broad applications of electronic word-of-mouth (eWOM) and their relevant
benefits have been generally recognized by individuals and companies. This paper explores the
motives and effects of word-of-mouth associated with book reviews online and makes relevant
recommendations for management.
Keywords Internet, Electronic books, Internetmarketing, Consumer behaviour, User studies
Paper type Research paper
Introduction
In recent years, the application of electronic word-of-mouth (eWOM) has attracted
much attention. An increasing number of individuals and companies are exploiting the
dissemination of eWOM to assist their procurement, marketing, and sales and this
approach is expected to gain even greater traction with consumers and companies
(Godes and Mayzlin, 2005; Tsang and Zhou, 2005).
Hennig-Thurau et al. (2004) note that eWOM is the online platform for consumers to
share their opinions and experiences about products and services. The web site
Epinions.com (www.epinions.com/) is one such platform. In a survey of 1,399 residents
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0264-0473.htm
The authors would like to thank the National Science Council of the Republic of China (Taiwan)
for financially supporting this research under Contract No. NSC97-2410-H-147-010; and Professor
David Raitt and two anonymous reviewers for their insightful comments and suggestions on the
original manuscript.
EL
28,6
804
Received 6 August 2009
Revised 16 October 2009
Accepted 26 October 2009
The Electronic Library
Vol. 28 No. 6, 2010
pp. 804-817
qEmerald Group Publishing Limited
0264-0473
DOI 10.1108/02640471011093507
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