Over the past decades, analysis on on-line book reviews has inundated educational circles with various theoretical reflections and empirical manifestations geared toward explaining the consequences of such resources on business performance. Yet, these studies succumbed to the standard pitfall of presumptuous that customers write reviews solely once they absolutely browse the book that they purchased. A recent business report disclosed that though several people initiate book reading, only a couple of end them. With these concerns in mind, we tend to investigated how consumers’ book-consumption patterns have an effect on their review behaviors and the way reviews generated from incomplete consumption influence resultant sales. we tend to used expectation confirmation theory (ECT) as a theoretical foundation to elaborate on the review behaviors of shoppers at varied stages of their e-book consumption. On the idea of ECT, we tend to argue that customers will submit reviews not essentially once full consumption, however at any purpose throughout this trajectory, and even when consumption has nevertheless to require place. Consumption patterns were derived and captured from records of reading activities on e-book devices and apps. Our results indicate that a substantial range of consumers give positive reviews even before initiating reading or after progressing up to a very early section of a book. In addition, the connection between review valence and completion rate may be characterised as a U-shaped pattern, as long as reviews arising from negative disconfirmations occur a lot of often than those rising out of positive disconfirmations. The findings additionally uncover that customers occupying the intense ends of the completion time give less extreme review ratings. The impact of completion rate on review length is considerably positive. Our text-analysis results recommend that reviews supported comfortable consumption contain more helpful insights than do those grounded in incomplete consumption. Moreover, review comments shaped once incomplete consumption adversely have an effect on resultant sales. Finally, we tend to discuss variety of our findings’ implications and supply unjust recommendations that may aid platforms in their efforts to refine their online-review systems and policies in pursuit of increased credibleness in peer evaluation.