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I tend to take negative reviews with a grain of salt. Sometime it can be pretty obvious the reviewer has an axe to grind (they think it cost too much, don't like the politics, are mad at the author, etc). Plus, it can be hard to tell if a given reviewer has the same taste as myself. I am more willing to give an unknown author a chance if it has positive reviews that sound real to me, but I tend to discount a review if the reviewer comes across as a fan boy type.
To answer the original question, I would be more likely to buy a book based on a review here if it's someone whose seems to have similar tastes as myself. It's very hard to get a similar feel for reviewers on Amazon. But overall, I suspect positive reviews on Amazon generate more sales.
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