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  1. 1. The impact of blog readers’ innovativeness on the cognition of blog attributes and relationship quality Professors: Dr. Yan-Hsei Lee Dr. Chung-Li Chou Presenter: Han-Ming Chen Date: January 4, 2010
  2. 2. Contents Introduction Literature review Methodology III. I. 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>Most previous researches have focused on </li></ul><ul><li>trustworthy on blogs. </li></ul><ul><li>(Guadagno et al., 2008; Gunter, 2009; Hsu & Lin, 2008) </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 between blog readers' </li></ul><ul><li>cognition of blog attributes and relationship quality? </li></ul>2. What is the differentiation of the cognitions of blog attributes and relationship quality of blog attributes 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 website giving an account of their activities and 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>Innovativeness is a personality trait in a greater or </li></ul><ul><li>lesser degree by all members of a society. </li></ul><ul><li>(Midgley & Dowling, 1978) </li></ul><ul><li>Innovativeness is a personal characteristic of </li></ul><ul><li>willingness to try out a new thing . </li></ul><ul><li>(Lu, Yao, & Yu, 2005) </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 predisposition, which are stimulation need , novelty seeking , independence toward others’ communicated experience , and need for uniqueness . </li></ul><ul><li>(Roehrich, 2004) </li></ul>
  16. 16. Cognitive and Sensory Innovativeness <ul><li>“ Innovativeness is comprised of cognitive innovative ( the desire for new experiences with the objective of stimulating the mind ) and sensory innovativeness ( 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. Definition of Relationship Quality <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; Kim & Cha, 2002) </li></ul>
  19. 19. Relationship quality a kind of emotional evaluations to reflect the experience between the seller and buyer (Crosby et al., 1990) to increase the consumers ' desires to make the short-term relationship transfer to the long-term connection (Morgan & Hunt, 1994) to be willing to maintain the long-term relationship with the enterprises (Hennig-Thrau & Klee, 1997) Satisfaction Trust Commitment
  20. 20. Methodology <ul><li>Research framework </li></ul><ul><li>Research hypotheses </li></ul><ul><li>Participants </li></ul><ul><li>Questionnaire design </li></ul><ul><li>Measurement </li></ul><ul><li>Data analysis </li></ul>
  21. 21. Research framework The innovativeness of blog readers Relationship quality H1. H2. Cognition of blog attributes
  22. 22. Research Hypotheses <ul><li>What is the relationship between blog readers' cognition of blog attributes and relationship quality? </li></ul>H1. The positively stronger the perceptions of blog attributes, the better the relationship quality is.
  23. 23. Research hypotheses 2. What is the differentiation of the cognitions of blog attributes and relationship quality of blog attributes among different clusters of innovativeness? H2. Different clusters of innovativeness of the blog readers have impacts on the differences between perceptions of blog attributes to relationship quality.
  24. 24. Participants Pre-test Formal test 50 300 One class of each college at day-school of Chaoyang University of Technology Simple random sampling
  25. 25. Questionnaire Design Section B Section C Section D Demographic data Innovativeness Relationship quality Section A Blog attributes
  26. 26. Questionnaire Design <ul><li>Blog attributes </li></ul>Self-developed items via open-ended questionnaire Information quality System quality Cao et al., (2005); Davis et al., (1989); DeLone & McLean, (2003); MKinney et al., (2002); Moon & Kim, (2001); Wixom & Todd, (2005)
  27. 27. Sample Items of Blog attributes
  28. 28. Open-ended Questionnaire
  29. 29. 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
  30. 30. K J Method <ul><li>The definition of K J Method </li></ul><ul><li>K J Method is 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>
  31. 31. Stages of K J Method
  32. 32. New 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. Questionnaire Design Cognitive innovativeness Cacioppo & Petty (1982) Sensory innovativeness Tellis et al. (2005) Need for change Wood & Swait (2002) <ul><li>Innovativeness </li></ul>
  34. 34. Sample Items of Innovativeness
  35. 35. 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)
  36. 36. Sample Items of Relationship Quality
  37. 37. Measurement Strongly disagree Strongly agree the 5-point Likert Scale 1 2 3 4 5     
  38. 38. 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 version13.0
  39. 39. Thanks for your attention!
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