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  1. 1. Professors: Dr. Yen-Shei Lee Dr. Chung-Li Chou Presenter: Han-Ming Chen Date: March 30, 2010 A Study of Blog Readers’ Innovativeness to the Cognition of Blog Attributes and Relationship Quality
  2. 2. Contents Literature review Methodology III. I. Introduction II.
  3. 3. Introduction <ul><li>Research background and motivation </li></ul><ul><li>Statement of problem </li></ul><ul><li>Research purposes </li></ul><ul><li>Research questions </li></ul>
  4. 4. Research Background and Motivation <ul><li>Web 2.0, the next generation of the Internet , is comprised of user-generated content and social computing. </li></ul>
  5. 5. Research Background and Motivation <ul><li>Blog is one of the leading tools in the next generation of the Internet in Web 2.0. </li></ul><ul><li>(Singh, et al., 2008) </li></ul>
  6. 6. Statement of problem <ul><li>Many previous researches have focused on trustworthy on blogs. </li></ul><ul><li>(Guadagno et al., 2008; Gunter, 2009) </li></ul>In the term of personality characteristics, blogger' innovativeness is seldom observed in the field.
  7. 7. Research Purposes - to investigate the blog readers’ positive or negative impressions of relationship quality based on their cognition of blog attributes - to discover the differentiation of innovativeness in the cognition of blog attributes and relationship quality among different educational backgrounds of blog readers
  8. 8. Research Questions <ul><li>What is the relationship of cognition of blog attributes to relationship quality? </li></ul>2 . What is the differentiation of the cognition of blog attributes to relationship quality among different clusters of innovativeness?
  9. 9. Literature Review <ul><li>Blog attributes </li></ul><ul><li>Innovativeness </li></ul><ul><li>Relationship quality </li></ul>
  10. 10. Definition of Blog <ul><li>Blog is a personal record that people put on their </li></ul><ul><li>website giving an account of their activities and </li></ul><ul><li>their opinions, and discussing places. </li></ul><ul><li>(Kwai & Wagner, 2007) </li></ul>
  11. 11. Characteristics of Blog <ul><li>Information quality </li></ul><ul><li>System quality </li></ul>Completeness Accuracy Format Currency Playfulness Relevance Timeliness Reliability Scope Perceived usefulness Ease of use Flexibility Integration Accessibility Navigation Responsiveness Usability Interactivity
  12. 12. Classification of Blog
  13. 13. Definition of Innovativeness <ul><li>The “degree to which an individual is receptive to new </li></ul><ul><li>ideas and makes innovation decisions independently </li></ul><ul><li>of the communicated experience of others” </li></ul><ul><li>( Midgley & Dowling, 1978, p. 236) </li></ul><ul><li>Innovativeness is the “ tendency to buy new products </li></ul><ul><li>more often and more quickly than other people .” </li></ul><ul><li>(Roehrich, 2004, p. 671) </li></ul>
  14. 14. Innovativeness <ul><li>Innate innovativeness </li></ul><ul><li>Cognitive and sensory innovativeness </li></ul><ul><li>Need for change </li></ul>
  15. 15. Innate Innovativeness <ul><li>Four main points to explain what forces a </li></ul><ul><li>predisposition, which are stimulation need , novelty </li></ul><ul><li>seeking , independence toward others’ communicated </li></ul><ul><li>experience , and need for uniqueness . </li></ul><ul><li>(Roehrich, 2004) </li></ul>
  16. 16. Cognitive & Sensory Innovativeness <ul><li>Cognitive innovativeness </li></ul><ul><li>The desire for new experiences with the objective of stimulating the mind </li></ul><ul><li>(Venkatraman & Price,1990) </li></ul><ul><li>Sensory innovativeness </li></ul><ul><li>The desire for new experiences with the objective of stimulating the sense </li></ul><ul><li>(Venkatraman & Price,1990) </li></ul>
  17. 17. Need for Change <ul><li>It is the &quot;extent to which people view novelty and innovation as intrinsically valuable ;&quot; and it also can express the “ comfort level ” with change and all the risks and reward associated with innovative behavior. </li></ul><ul><li>(Wood & Swait, 2002) </li></ul>
  18. 18. Relationship Quality <ul><li>The definition of relationship quality </li></ul><ul><li>Relationship quality refers to customer perceptions and evaluations of how well the relationship fulfills the customers’ expectations , predictions , goals , and desires . </li></ul><ul><li>(Ha & Jang, 2009) </li></ul>
  19. 19. Relationship Quality Satisfaction Trust Commitment Relationship quality
  20. 20. Relationship Quality The perception of confidence in the exchange partners’ reliability and integrity (Morgan & Hunt, 1994) It might reduce the intensity of censure and irritation in broken relationships. ( Forrester & Maute, 2001) A crucial component for successful long-term relationships and for understanding the strength of marketing relationship (Wong & Sohal, 2002) Trust Satisfaction Commitment
  21. 21. Methodology <ul><li>Research framework </li></ul><ul><li>Research hypotheses </li></ul><ul><li>Participants </li></ul><ul><li>Instrument </li></ul><ul><li>Pilot study </li></ul><ul><li>Data analysis </li></ul>
  22. 22. Research Framework The innovativeness of blog readers Relationship quality H1. H2. Cognition of blog attributes
  23. 23. Research Hypotheses <ul><li>What is the relationship of cognition of blog attributes to relationship quality? </li></ul>H1. The positively stronger the cognition of blog attributes, the better the relationship quality is.
  24. 24. Research Hypotheses 2. What is the differentiation of the cognition of blog attributes to relationship quality among different clusters of innovativeness? H2. Different clusters of innovativeness of the blog readers have impacts on the differences of cognition of blog attributes to relationship quality.
  25. 25. Participants Pilot study Formal test 45 300 One class of each college at day-school of Chaoyang University of Technology Computer Science and Information Engineering 3A Convenience sampling
  26. 26. Open-ended Questionnaire
  27. 27. The Information of Open-ended Questionnaire Survey Marketing and Logistics Management 3A Information Management 3C Communication Arts 4A Total 35 33 22 21 22 22 79 76 96% The names of classes Distributed Collected Response Rate
  28. 28. <ul><li>The definition of KJ Method </li></ul><ul><li>The KJ Method, a organization-oriented technique to integrate the information from scattered to systematic, is proposed by K awakita J iro who is a Japanese cultural anthropologist. </li></ul><ul><li>(Japan Management Association, 1986, p.3) </li></ul>the KJ Method
  29. 29. Stages of the KJ Method
  30. 30. Questionnaire Design Part 2 Part 3 Part 4 Demographic data Innovativeness Relationship quality Part 1 Blog attributes Part 5 Blog using experiences
  31. 31. Questionnaire Design <ul><li>Blog attributes </li></ul>Self-developed items via open-ended questionnaire Information quality System quality Cao et al., (2005); MKinney et al., (2002); Moon & Kim, (2001); Wixom & Todd, (2005)
  32. 32. New Blog Attributes Word of mouth While using a blog, I will collect the information or word-of-mouth from my family and friends, or other users as an important considering factor. Diversified functions This blog has a variety of functions to use (such as albums, message board, and so on). Updation This blog often updates the information. Stable systems This blog is not easy to break down while browsing. Large systematical space This blog has large space to post my comments or pictures. New attributes Self-developed items
  33. 33. Sample items
  34. 34. Questionnaire Design Cognitive innovativeness Cacioppo & Petty (1982) Sensory innovativeness Tellis et al. (2005) Need for change Wood & Swait (2002) <ul><li>Innovativeness </li></ul>
  35. 35. Sample items
  36. 36. Questionnaire Design <ul><li>Relationship quality </li></ul>Trust Satisfaction Commitment Crosby et al. (1990); de Cannière et al. (2009); de Wulf et al. (2001); Kim & Cha (2002); Moorman et al. (1992); Morgan & Hunt (1994); Roberts et al. (2003)
  37. 37. Sample items
  38. 38. Measurement Strongly disagree Strongly agree the 5-point Likert Scale 1 2 3 4 5     
  39. 39. Pilot Study
  40. 40. Data Analysis to analyze mean and standard deviation aiming at each measurement for understanding the differences of strength degrees to measure consistency and stability aiming at every items of each variable to measure how accurate every items could represent the each variable to investigate the relationship between the perceptions of blog and relationship quality to classify the participants into different groups to examine the differences between their backgrounds Descriptive statistic analysis Reliability analysis Validity analysis Multiple regression analysis Cluster analysis SPSS version 17.0 for windows
  41. 41. Thanks for your attention!