本篇論文藉由探索性調查，來了解網路書評的諸多特性對購買意願的影響。在調查過程中，本研究首先利用台灣博客來網路書店的書評對50位參與者進行焦點群體訪談，爾後對810位受測者使用實驗設計的方法，來了解網路書評的則數、字數、書評內容的正負、負面網路書評的多寡、正負面網路書評出現的順序、及網路書評匿名與否，對消費者購買意願的影響。二項調查結果發現，網路書評的諸多特性在購買意願上扮演重要的角色。這些結果可提供網路書商作為書評管理的參考，另外，也可作為圖書館管理員在充實圖書設備，或推展圖書借閱活動時的參考。

This paper reports an exploratory investigation into the effect of the characteristics of Internet book reviews on consumer purchase intention. Book reviews of a Taiwan-based bookstore Website, books.com.tw, are used to conduct focus group interviews and to develop an experimental design approach, achieving a sample size of 50 with the former and 810 with the latter. The total number of reviews, their length, positive or negative content, number of negative book reviews, order in which reviews appear, and whether the Internet reviewers are anonymous have a significant effect. These results can provide Internet bookstores with a reference for managing their book reviews. They can also be of help to librarians in collection development and book circulation promotion.

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