Why do we blog? From the perspectives of technology acceptance and media choice factors

Yao-Sheng Chang · Chyan Yang

51 citations0/0 files storedBehaviour and Information Technology

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Technology Adoption and User Behaviour Media and Digital Communication Knowledge Management and Sharing

Abstract

Blogs, or weblogs, have rapidly grown in recent years. Blogs are easy to use, possess interactive features and attract widespread use, leading them to be recognised as a communication medium in web-based information technology. However, why do so many people use blogs? The purpose of this study is to incorporate the technology acceptance model (TAM) with media choice factors to explain and predict blog acceptance behaviours. The media choice factors include media richness, critical mass, social influence (SI) and media experience (ME). This study conducted an online field survey and applied the structure equation modelling method to investigate the empirical strength of the relationships in the proposed model. In this study, 521 experienced blog users were surveyed to examine this model. The results strongly support the proposed hypotheses, indicating that technology acceptance and media choice factors influence blog acceptance behaviours. This article provides implications and recommendations resulting from the study.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 2009Users of the world, unite! The challenges and opportunities of Social Media

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