Ora-Ong ChakornUmapa Dachoviboon2023-05-222023-05-222019b205845https://repository.nida.ac.th/handle/662723737/6461Thesis (M.A. (Language and Communication))--National Institute of Development Administration, 2019Online consumer reviews are a phenomenon emerged by the rise and expansion of the Internet technology. As a type of WOMs, it is regarded by potential buyers as source of information to reduce uncertainty in buying, and, therefore, is influential for a product’s sales. This type of review is different from the conventional reviews written by professional critics because consumers themselves are empowered by the ability to write and publish their own reviews of a purchased product. As a result, online consumer reviews have become an attractive topic for the academic circle. However, comparative studies on the genre analysis of reviews written by professional and consumer critics are still scarce. This research then aims to explore the written structures of book reviews written by professional critics and online consumers critic using the framework of genre analysis in order to answer 2 main questions: 1) What are the generic structures of these two types of reviews? Are they different or similar? 2) What are the linguistic implications of the discrepancies found in the written structures of these two types of reviews? In order to analyze the structures of these two types of reviews, 25 book reviews were taken randomly from the New York Times websites as the research sample for reviews written by professional critics. After that, 25 book reviews of the same books were taken from Amazon.com website as the research sample for reviews written by consumer critics. The two types of reviews make the total of 50 book reviews as the research sample. The coding protocol was constructed based on past literature (Jong and Burgers, 2013; Khunkitty, 2005; Motta-Roth, 1995; Nicolaisen, 2002; Skalicky, 2013; Valensky, 2010) and guidelines for writing book reviews. A pilot study was performed on the total of 30 book reviews (15 for consumer reviews and 15 for professional reviews) for reliability check. The coding protocol was then modified and applied for the whole set of the data. After applying the coding protocol, it was found that professional reviews are more structured and uniform as opposed to the lack of consistency in the structuring of online consumer reviews. It was also found that professional reviews tend to sound less personal and less persuasive. These differences could be a pointer to the writer’s expertise. However, the expertise of the writer might not be a constant key factor in identifying reviews perceived as helpful by potential buyers as users on Amazon.com, it was found, tended to value more the articulation of personal experience, which was abundant in reviews written by consumer critics as opposed to those written by professional critics.218 leavesapplication/pdfengผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)Book -- Reviewstext--thesis--master thesis10.14457/NIDA.the.2019.137