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. Contents Introduction Literature review Methodology III. I. 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 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

21. Research framework The innovativeness of blog readers Relationship quality H1. H2. Cognition of blog attributes

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. Participants Pre-test Formal test 50 300 One class of each college at day-school of Chaoyang University of Technology Simple random sampling

25. Questionnaire Design Section B Section C Section D Demographic data Innovativeness Relationship quality Section A Blog attributes

27. Sample Items of Blog attributes

28. Open-ended Questionnaire

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

31. Stages of K J Method

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

34. Sample Items of Innovativeness

36. Sample Items of Relationship Quality

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

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. Thanks for your attention!