Do you judge a book by its cover? Online book purchases between Japan and France

PurposeBy adopting a cross-country analysis, this study aims to investigate how consumers' perception of book covers affects their online book purchases in terms of feelings of delight and perceived value of the book.Design/methodology/approachThe authors tested the hypotheses using a structural equation model using two countries' datasets obtained from 191 Japanese and 207 French consumers.FindingsThe perceived attractiveness of a picture/photo on a book cover can positively influence feelings of delight. Such emotion enhances a book's perceived value, resulting in active online book purchases. Furthermore, when the perceived value of a book is evident, the French are more strongly motivated to purchase books compared to Japanese consumers.Originality/valueBy simultaneously examining emotion and perceived value as an organism, the authors advance the knowledge of the relationship between book covers and online book purchases. In addition, the authors offer evidence that cross-cultural differences (between the French and Japanese) can stimulate different responses to each affective and cognitive internal state, although similar environmental stimuli are provided.