Many previous researches have focused on trustworthy on blogs.
(Guadagno et al., 2008; Gunter, 2009)
In the term of personality characteristics, blogger' innovativeness is seldom observed in the field.
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
It is the "extent to which people view novelty and innovation as intrinsically valuable ;" and it also can express the “ comfort level ” with change and all the risks and reward associated with innovative behavior.
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
What is the relationship of cognition of blog attributes to relationship quality?
H1. The positively stronger the cognition of blog attributes, the better the relationship quality is.
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.
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
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
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)
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
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