Abstract
A wave of blogging sweeps across the world in recent years. The blog technology has quickly changed people in information retrieval and social life. A qualitative approach with three different time periods is used to explore the cognition change from blog users. 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 cognition change of schema development. Moreover, the Theory of Planned Behavior and Cognitive Development Theory explain the cognition change of blog users. The findings in this paper is not only suitable for blog but can also be extended to different kinds of social software to observe the cognition change by the methodology revealed in the study.
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