Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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The Credibility of Online Book Review on Customer's Purchasing Decision

온라인 북 리뷰 공신력의 구매 수용자 의사결정에 미치는 영향

  • Published : 2012.03.30
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Abstract

A book review is one of the most important sources of information which provide the descriptive and evaluative contents about books. Reviews have great influence on consumer behavior because they are believed to be more reliable than information provided by sellers. Readers who read a book review includes information about book decide whether they will buy or not. This study examines customer attitude change by book reviews with regarding to different type of information sources(experts and prior customers) and different directions of messages. We address the following research questions: (1) Can positive book reviews with credibility have a positive impact on acceptance of books? (2) Can negative book reviews with credibility have a negative impact on acceptance of books? The results shows that a credibility is an essential factor for affecting customers' mind. When positive book reviews were written, both expert and customer opinions have a positive impact on acceptance of customers. Given negative book reviews of experts, trustworthiness is more important than expertise. However, a objectivity of customer's reviews is more important.

Keywords

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