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The Credibility of Online Book Review on Customer's Purchasing Decision  

Choi, Jae Young (부천대학교 e-비즈니스과)
Choi, Jae Woong (부천대학교 e-비즈니스과)
Han, Man Yong (협성대학교 세무회계과)
Publication Information
Journal of Korea Society of Digital Industry and Information Management / v.8, no.1, 2012 , pp. 191-205 More about this Journal
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
Credibility; Online Book Review; Trustworthiness; Expertise;
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