A motivational model of blog usage

Chechen Liao · Pui‐Lai To · Chuang‐Chun Liu

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

Abstract

Purpose There has been an explosive growth of blog usage recently. However, little research has explored the forces motivating people to engage in blog activities. The purpose of this paper is to suggest that the driving forces to engage in blog participation not only includes utilitarian motivation (i.e. perceived usefulness) and hedonic motivation (i.e. perceived playfulness) but also habitual behaviour and social identity (blog identification). The quality of the blog is included as an antecedent to perceived usefulness and perceived playfulness. Design/methodology/approach In total, 225 valid questionnaires were collected from blog users. Structural equation modelling was used to test the research hypothesis. Findings The results show that blog users' intentions to participate in blogs are determined by all four key drivers: habit, perceived playfulness, blog identification, and perceived usefulness. Blog quality has an effect on perceived usefulness and perceived playfulness. Research limitations/implications Previous studies emphasise the importance of perceived usefulness as the key determinant for user acceptance of technology. However, in the blog context this study finds habit, perceived playfulness, and blog identification have more significant effects on users' intention than perceived usefulness. Practical implications Blog hosts should encourage habitual blog usage (habit), pay more attention to the hedonic nature of the blog (perceived playfulness) and establish a stronger sense of blog identification among participants, in order to retain active users. Originality/value This study articulates and empirically validates a motivational research model of blog usage, helping researchers to better understand such behaviour.

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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 1990Foundations of social theory 1995Understanding Information Technology Usage: A Test of Competing Models 1989Social Identity Theory and the Organization 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 1890The principles of psychology, Vol I.

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