Cognition Change from Skype Internet Phone User by Qualitative Perspectives

A wave of Internet phone sweeps across the world in recent years, and the Internet phone technology has quickly changed people in psychological, social, marketing mix and situational influences. In order to analyze the shift from non- Skype users to becoming Skype 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. Moreover, the results reveal that consumers´ affect has a positive impact on consumers´ cognition, which in turn creates a positive influence on Skype usage. In the end, we conclude that both consumers affect and cognition play significant influence on Skype usage. These findings also present valuable information to different areas across relative efforts in consumers affect and cognition.