An Investigation of the Blog Product Attributes to Affect the Relationship

Quality Based on Blog Users’ Innovativeness

Presenter: Han-Ming Jeffrey Chen Professors: Dr. Yan-Hsei Lee Dr. Chung-Li Chou Date: May 25, 2009

Contents• Introduction

• Literature Review

• Methodology

2

Introduction

• Research background and motivation

• Research purpose

• Research questions

3

Research Background and Motivation

A new information issue configuration called the weblog (henceforth “blog”), has been attracting attention.

(Furukawa et. al, 2006)

4

Research Background and Motivation

Weblogs, or blogs, have rapidly gained in popularity over the past few years.

(Chen & Chan, 2007)

5

Research Background and Motivation

Most researchers and industry experts believe that blogs are now an important part of a sound marketing strategy.

(Singh, Veron-Jackson, & Cullinane, 2008)

6

Research Purpose

To investigate that based on the blog users’ innovativeness, the blog attributes would affect relationship quality of using blogs

7

Research framework

8

Perceptions of product attributes

The innovativeness of blog readers

The innovativeness of blog readers

Relationship qualityRelationship qualityH1.

H2.

Research Questions

1. What are the relationships between the perceptions of blog attributes and relationship quality?

9

H1. The stronger the perception of product attributes, the better the relationship quality is.

Research Questions

2. What is the discrepancy between the effect of perceptions blog attributes and relationship based on the different groups of blog readers ?

10

H2. Different innovativeness of the blog readers have different perceptions between product attributes and relationship quality.

Literature Review

• Weblog/Blog

• Bloggers’ Innovativeness

• Product Attributes

• Relationship Quality

11

Weblog/Blog

• The term weblog was first coined by John Barger in December 1997.

(Kwai & Wagner, 2007)

12

Weblog/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)

13

Bloggers’ Innovativeness

• Some researches have employed the term “users” to include both blog readers and writers.

(Huang, Chou, & Lin, 2008)

14

Bloggers’ Innovativeness

• In many fields, something new must be substantially different to be innovative, not an insignificant change, e.g., in the arts, economics, business and government policy.

(Mckeown, 2008)

15

Product Attributes

• Product attributes is the combination of extrinsic and intrinsic features.

(Kotler, 1996)

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Categories of Product Attributes

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From the product attributes

From the consumers’ needs

From the benefits of products

Lefkoff-Hagius & Mason(1993)

Park, Jaworski, & Maclnnis(1986)

Aaker(1991)

• The characteristics of products• The benefits of products• The images of products

• Functional needs• Experiential needs• Symbolic needs

• Functional benefit• Emotional benefit• Self-expressive benefit

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)

18

Methodology

• Methods

• Instrument

• Procedure

• Data analysis

19

Methods

20

Participants

Period

Quantity

The undergraduates of Chaoyang University of Technology

(Random sampling)

1 month

30 (pre-test)300 (formal test)

Instrument

21

Questionnaire

Strongly disagree Strongly agree

the 5-point Likert Scale1 2 3 4 5

Categories of questionnaire:

• blogs using behaviors (Chou, 2005)

• product attributes (Wang, 2008)

• characteristics of innovativeness (Huang, 2006)

• relationship quality (Chou, 2008)

Procedure

22

Questionnaires adoptingQuestionnaires adopting

Pre-testPre-test

Questionnaire modifyingQuestionnaire modifying

Formal testFormal test

Data collecting & analyzingData collecting & analyzing

Data analysis

23

SPSS 13.0

Descriptive analysis

Regression analysis

Cluster analysis

to analyze the Mean and Standard Deviation of each questions

to examine the relationship between the blog attributes and relationship quality

to examine the different groups of innovativeness

Thank you for your attention!