對消費者而言、網路書評是一個十分重要的購買決定因素。雖然過去的研究多數強調網路書皮的多種好處，卻鮮少關於網路書評是如何被大量讀者吸收採納的調查。網路書評的採納是一種二階資訊架構的概念化、由感知的可理解性、感知完整性、感知相關性、感知精準度和感知價值增值去表現。在本研究中、將網路書評採納設定為控制組，同時，並找到先前相對應的觀點內容(也就是：內容類型和圖片評論)。本研究包含三個部分。第一、數據分析的結果支持網路書評資訊概念化的架構。第二、研究結果支持網路書評的內容類型和圖片評論的推測、對於讀者採納有直接的影響力。讀者對於特定性的評論相較於模糊的評論有更高的採納度、且讀者對於圖片多的採納度也較圖片少的來得高。第三、本研究發現、網路書評的內容類型和圖片和讀者採納之間有互動效果。有大量圖片和具體的網路書評、會有最高的讀者採納度。

Internet book reviews are important determinants of readers’ purchase intention. Although previous studies have emphasized various benefits of Internet book reviews, there are few studies investigate into how an Internet book review is perceived as having high readers’ adoption. Internet book review adoption is conceptualized as a second-order formative construct, which is manifested by perceived understandability, perceived completeness, perceived relevance, perceived accuracy and perceived value-added. In this study, a controlled experiment was conducted to investigate the Internet book review adoption as well as its corresponding antecedents from the Internet book review content perspectives (i.e. content type and pictures of review). Findings of this study includes are threefold. First, the results of the data analysis support the theoretical conceptualization of Internet book review as a formative construct. Second, the results support the speculation that the content type and pictures of Internet book review have direct impact and respective impacts on readers’ adoption. Readers perceive a specific review as having higher adoption than a vague review; they also perceive a review with more pictures as having higher adoption than a review with fewer pictures. Third, this study finds an interaction effect of content type and pictures of Internet book review on readers’ adoption. A specific Internet book review with a high number of pictures yields the highest adoption of readers.

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