Abstract
A wave of blogging sweeps across the world in recent years, and the blog technology has quickly changed people in knowledge construction, information retrieval and social life. In order to analyze the shift from non-blog users to becoming blog users, a qualitative approach in a longitudinal percept is used to explore the affect and cognition of consumers. With a time period analysis, this study compares both individual and group schema differences by using in-depth interviews, open coding and axial coding. Our findings from the schema-based perspective provide evidences that different time period processes lead to different consumers affect and cognition of schema development. In the end, we conclude that consumers affect and cognition play significant influence on blog usage. These findings also present valuable information to different areas across relative efforts in consumers affect and cognition.
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