本研究先藉由質化研究的線上深度訪談所分析的結果，再經量化研究的線性迴歸分析方式，來了解書寫網路書評的諸多動機對書寫行為的影響。
在研究過程中，本研究首先利用台灣所提供的網路書評環境，對35位曾於網站上書寫網路書評的消費者進行質化研究中的線上深度訪談來探索書寫網路書評的諸多動機對書寫行為的影響，再利用內容分析法清楚地發展出書寫網路書評的主要動機。爾後再依據訪談結果提出假設，使用量化問卷的設計方法對183位受測者進行研究，將書寫網路書評的行為以書寫網路書評則數為依據，來了解網路書評的分享正面感想、關心其他消費者、獲得社會利益與記錄等4個線上口碑傳播動機，對書寫行為所造成的可能影響。
故本研究結合了質化與量化研究的結果，發現消費者書寫網路書評則數高者，主要受記錄動機的影響最大，其次是分享正面感想動機，最後是關心其他消費者動機；消費者書寫網路書評則數低者，主要受關心其他消費者動機的影響最大，其次是分享正面感想動機，希望藉由這些線上口碑傳播動機與行為的探討，提出管理意涵給予網路書商或其他相關機構作為網路書評的管理與行銷策略制定之參考。

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.

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