This paper presents the partial results of an empirical study, exploring the readers' experience on reading for pleasure. The authors report the book finding and selection strategies and their influential factors. Content analysis was applied to the data collected from about 5000 articles posted on the Books Section of the BBS of the National Taiwan University by the end of May, 2001. Using an ethnographic approach, the researcher also observed and participated as a member of the Books Section virtual community on the NTU BBS and interviewed via online talk with 30 subjects who are also the members of the community. Grounded theory method was used to analyze the interview data and related correspondences between the subject and the researcher. This paper
reports the research results and discusses the implication of the findings.