| Summary: | 碩士 === 南華大學 === 出版事業管理研究所 === 94 === Focused on two important characteristics of Web sites:content and design. Content refers to the information features, or services that are offered in the Web site, design to the way the content is made available for Web visitors(Huizingh, 2000).
The main objectives are as followed, first we want to know consumer''s preferences for the book reviews of Internet bookstore and interface design on functions. Second the analyzed to see if there is obvious difference between people''s preferences and purchase intention and how the two variables are related. Third the browse through the motive of the book reviews will influence the purchase intention or not. And then the browse through the experience of the book reviews whether affects purchase intention or not. Last, find out the book reviews of Internet bookstore, it have most affect power to consumer.
The conclusions of this study are as follows:
1.Consumers of demographic characteristics have different preferences.
2.Consumers of motive of the book reviews have different preferences and purchase intention.
3.Consumers of browse through the experience of the book reviews have different preferences and purchase intention.
4.The relationship between consumer’s preferences for the book reviews of Internet bookstore and purchase intention is positive.
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