This paper reports an exploratory investigation into the effect of the characteristics of Internet book reviews on consumer purchase intention. Book reviews of a Taiwan-based bookstore Website, books.com.tw, are used to conduct focus group interviews and to develop an experimental design approach, achieving a sample size of 50 with the former and 810 with the latter. The total number of reviews, their length, positive or negative content, number of negative book reviews, order in which reviews appear, and whether the Internet reviewers are anonymous have a significant effect. These results can provide Internet bookstores with a reference for managing their book reviews. They can also be of help to librarians in collection development and book circulation promotion.