The document summarizes a study on blog readers' innovativeness and its relationship to their cognition of blog attributes and relationship quality. It outlines the research background, problem statement, purposes, questions, and proposed methodology. The study aims to investigate how cognition of blog attributes relates to relationship quality and how this relationship differs among clusters of readers with varying levels of innovativeness. The methodology section describes the research framework, hypotheses, participants, instruments, and data analysis plan.

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. Contents Literature review Methodology III. I. Introduction II.

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

12. Classification of Blog

19. Relationship Quality Satisfaction Trust Commitment Relationship quality

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

22. Research Framework The innovativeness of blog readers Relationship quality H1. H2. Cognition of blog attributes

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. 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. Open-ended Questionnaire

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

29. Stages of the KJ Method

30. Questionnaire Design Part 2 Part 3 Part 4 Demographic data Innovativeness Relationship quality Part 1 Blog attributes Part 5 Blog using experiences

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. Sample items

35. Sample items

37. Sample items

38. Measurement Strongly disagree Strongly agree the 5-point Likert Scale 1 2 3 4 5     

39. Pilot Study

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. Thanks for your attention!