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

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Contents

Introduction

Literature review

Methodology

II.

III.

I.

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Introduction

Research background and motivation

Statement of problem

Research purposes

Research questions

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Research Background and Motivation

Web 2.0, the next generation of the Internet, is comprised of user-generated content and social computing.

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Research Background and Motivation

Blog is one of the leading tools in the next generation of the Internet in Web 2.0.

(Singh, et al., 2008)

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Statement of problem

Most previous researches have focused on

trustworthy on blogs.

(Guadagno et al., 2008; Gunter, 2009; Hsu & Lin, 2008)

In the term of personality characteristics, blogger' innovativeness is seldom observed in the field.

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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

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Research Questions

1. What is the relationship between blog readers' cognition of blog attributes and relationship quality?1. What is the relationship between blog readers' cognition of blog attributes and relationship quality?

2. What is the differentiation of the cognitions of blog attributes and relationship quality of blog attributes among different clusters of innovativeness?

2. What is the differentiation of the cognitions of blog attributes and relationship quality of blog attributes among different clusters of innovativeness?

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Literature Review

Blog attributes

Innovativeness

Relationship quality

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Definition of Blog

Blog is a personal record that people put on their website giving an account of their activities and their opinions, and discussing places.

(Kwai & Wagner, 2007)

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Characteristics of Blog Information quality

System quality

Completeness Accuracy

Format Currency

Playfulness Relevance

Timeliness Reliability

Scope Perceived usefulness

Ease of use Flexibility

Integration Accessibility

Navigation Responsiveness

Usability Interactivity

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Classification of Blog

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Definition of Innovativeness

Innovativeness is a personality trait in a greater or

lesser degree by all members of a society.

(Midgley & Dowling, 1978)

Innovativeness is a personal characteristic of

willingness to try out a new thing.

(Lu, Yao, & Yu, 2005)

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Innovativeness

Innate innovativeness

Cognitive and sensory innovativeness

Need for change

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Innate Innovativeness

Four main points to explain what forces a predisposition, which are stimulation need, novelty seeking, independence toward others’ communicated experience, and need for uniqueness.

(Roehrich, 2004)

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Cognitive and Sensory Innovativeness

“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).”

(Venkatraman & Price,1990)

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Need for Change

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.

(Wood & Swait, 2002)

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Definition of Relationship Quality

Relationship quality refers to customer perceptions and evaluations of how well the relationship fulfills the customers’ expectations, predictions, goals, and desires.

(Ha & Jang, 2009; Kim & Cha, 2002)

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Relationship quality

Satisfaction

Trust

Commitment

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)

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Methodology

Research framework

Research hypotheses

Participants

Questionnaire design

Measurement

Data analysis

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Research framework

Cognition of blog attributes

The innovativeness of blog readers

The innovativeness of blog readers

Relationship qualityRelationship qualityH1.

H2.

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Research Hypotheses

1. What is the relationship between blog readers' cognition of blog attributes and relationship quality?

1. What is the relationship between blog readers' cognition of blog attributes and relationship quality?

H1. The positively stronger the perceptions of blog attributes, the better the relationship quality is.

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Research hypotheses

2. What is the differentiation of the cognitions of blog attributes and relationship quality of blog attributes among different clusters of innovativeness?

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.

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Participants

Simple random sampling

Pre-test

Formal test

50

300

One class of each college at day-school of Chaoyang University of Technology

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Questionnaire Design

Section B

Section C

Section D Demographic dataDemographic data

InnovativenessInnovativeness

Relationship qualityRelationship quality

Section A Blog attributesBlog attributes

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Questionnaire Design Blog attributes

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)

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Sample Items of Blog attributes

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Open-ended Questionnaire

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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 CollectedResponse

Rate

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K J Method

The definition of K J Method

K J Method is a organization-oriented technique to integrate the information from scattered to systematic, is proposed by Kawakita Jiro who is a Japanese cultural anthropologist.

(Japan Management Association, 1986, p.3)

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Stages of K J Method

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New Attributes

New attributes Self-developed items

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.

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Questionnaire Design

Cognitive innovativeness Cacioppo & Petty (1982)

Sensory innovativeness Tellis et al. (2005)

Need for change Wood & Swait (2002)

Innovativeness

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Sample Items of Innovativeness

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Questionnaire Design

Relationship quality

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)

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Sample Items of Relationship Quality

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Measurement

Strongly disagree Strongly agree

the 5-point Likert Scale1 2 3 4 5

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Data Analysis

SPSS version13.0

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

Thanks for your attention!