Attitude and Social Influence Predicting the Intention to Blog in Thailand
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The purpose of this study was to investigate the contribution of perceived usefulness, perceived ease of use, perceived enjoyment, social influence, and attitude toward blogging in predicting the intention to blog. Two hundred sixty-eight individuals participated in this study. Overall, the findings showed that attitude toward using a blog and social influence predicted the intention to blog. There was a high likelihood that people would use or return to using a blog more often in the future when their attitudes toward blogging were positive, and when their significant others, family, and friends encouraged them to do so. การวจยนมจดมงหมายในการศกษา ปจจยทมอทธพลตอการใชบลอก (blog) ตวแปรทศกษา ไดแก ทศนคตตางๆตอการใชบลอก เชน ประโยชนและคณคาในการใชบลอก ความคดเหนวาบลอกเปนเครองมอทใชงาย ความสนกสนานจากการไดใชบลอกและอทธพลจากสงคมและคนใกลชด การวจยนไดเกบขอมลจากนกศกษาในประเทศไทยประมาณ 268 ตวอยาง ผลการวจยพบวา ทศนคตตอการใชบลอก รวมไปถงอทธพลจากสงคมและคนใกลชดเปนสวนประกอบสำคญตอการตดสนใจและความตงใจทจะใชบลอก ผลโดยรวมสรปวา ทศนคตทดตอการใชบลอก อทธพลของคนใกลชด ครอบครว และเพอน จะมผลอยางมากทสดตอความตงใจในการใชบลอก หรอการกลบมาใชบลอกบอยมากขนในอนาคตKeywords:
Microblogging
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With the proliferation of Weblogs (blogs) use in university educational contexts, developing a better understanding of university students' knowledge sharing behavior through blogging has become an important topic for practitioners and academics. While perceived enjoyment has been found to have a significant influence on behavioral intentions to use blogs or hedonic systems, few studies have investigated the antecedents of perceived enjoyment in the acceptance of blogging. The main purpose of the present study is to explore the various individual difference antecedents of perceived enjoyment and examine how they influence behavioral intention to blog through the mediation of perceived enjoyment. Based on the previous literature, the Big Five personality traits (i.e., extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience), as well as computer self-efficacy and personal innovation in information technology (PIIT), are hypothesized as potential antecedents of perceived enjoyment in the acceptance of blogging. Data will be collected from respondents in Taiwan to test the research model using structural equation modeling approach. The results of this study will enhance our understanding of students' knowledge sharing behavior through blogging, and provide several prominent implications for e-learning research and practice.
Agreeableness
Conscientiousness
Openness to experience
Knowledge Sharing
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The present study examines the cyberpsychology of blog readership as well as the digital content preferences of the Millennial generation by examining the links between college students' personality traits, motivations to read blogs, and preferred blog features. Results indicate that personality influences motivations for reading blogs, which in turn helps predict perceived importance of blog characteristics. Notably, extraversion and neuroticism were related to reading blogs for social interaction; extraversion negatively predicted use of blogs to meet identity needs; openness was related to blog reading for entertainment purposes; and conscientiousness was positively associated with information seeking via blogs. Additionally, motivations for blog readership as explanatory mechanisms for the relationships found between personality traits and perceived importance of blog features are discussed.
Personality psychology
Conscientiousness
Openness to experience
Audience measurement
Microblogging
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Social network (sociolinguistics)
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As the number of blogs increases dramatically, these online forums have become important media people use to share feelings and information. Previous research of blogs focuses on writers (i.e., bloggers), but the influence of blogs also requires investigations from readers' perspectives. This study therefore explores motives for reading blogs and discusses their effects on the responses after reading blogs. According to a factor analysis of 204 respondents in Taiwan, motives for reading blogs consist of affective exchange, information search, entertainment, and getting on the bandwagon. A regression analysis suggests the effects of these motives on three major responses--opinion acceptance, interaction intentions, and word-of-mouth (WOM) intentions--reflect the influence of blogs. Specifically, readers who focus on affective exchanges believe blog messages, interact with bloggers, and spread messages to others. Information search and entertainment motives positively affect opinion acceptance; blog readers who focus on information and those who read for fun both view blogs as trustworthy sources. Getting on the bandwagon also positively influences interaction and WOM intentions; these readers interact with bloggers and transmit messages to others.
Bandwagon effect
Affect
Trustworthiness
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Research suggests gender and personality differences are predictive of general Internet use. Specifically, people high in openness and women high in neuroticism are more likely to keep a blog. Given the rapidity of change owing to technological advances, the authors sought to re-examine the validity of these findings in an era where other forms of online interaction are prevalent. Specifically, the authors sought to replicate and expand on these findings and to examine other individual difference factors that may predict who is likely to maintain a blog. Participants filled out multiple personality measures, demographic characteristics, and reported on their blogging behavior (e.g., writing blog entries and reading blogs). Results replicated the prior research, indicating that openness predicted blogging to a greater degree than any other personality trait. Moreover, results also revealed that individuals high in self-consciousness and those who saw more of their “true self” on the Internet were more likely to blog. These findings suggest that in addition to openness, individual differences, such as self-focus and personality, predict who is likely to blog.
Openness to experience
Trait
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The content of Weblogs ranges from personal diary entries to interactive content from news organizations. Employing the uses and gratifications framework, this study examined how much time young adults spend with blogs and how well traditional predictors of media trust fit a model of overall blog trust. Findings from data collections in 2005 and 2007 indicate that information seekers trust blog content more than those using blogs for entertainment purposes. However, traditional indicators of media trust, such as interest in current events, are negatively associated with blog trust. Implications are discussed.
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Content (measure theory)
Microblogging
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Despite the profound implication of blogs for marketing communications, there are very few theoretical and empirical studies on this emerging social phenomenon. This study is one of the first to investigate how blog users engage with blogs. Specifically it looks at the relationship between perceived interactivity and attitude towards blogs and between perceived interactivity and sponsored posts on blogs. It also looks at how personal factors and blog characteristic factors influences consumers' attitude towards blogs and sponsored posts on blogs.
Key literature was reviewed, following which a conceptual framework was developed which was partly based on the advertising hierarchy of effects model and incorporating adaptations of the concepts of need for cognition, technology acceptance model as well as the concepts of perceived interactivity, perceived credibility, attitude towards Websites and avoidance of advertising.
427 completed responses were received out of which 408 responses were used for the initial analysis. After removal of outliers, 399 responses were used for the final analysis. Confirmatory factor analysis was used to refine the constructs and to test for convergent validity, discriminant validity and construct reliability. Structural equation modelling was used to look at the various fit measures and also to empirically test the proposed hypotheses.
The results indicate that the higher the interactivity of blogs, the more likely it was for blog users to have a more favourable perception of sponsored posts on the blogs. On the other hand, perceived interactivity was found to be a highly significant and important negative predictor of the avoidance of sponsored posts on blogs. This means that a positive attitude towards blogs does not directly translate into a positive attitude towards sponsored posts on blogs.
Using the new typology of mediations and non-mediations as given by Zhao et al. (2010), the importance of the attitude towards blogs construct was also highlighted as it was found to have a mediating effect between perceived interactivity and avoidance of sponsored posts on blogs as well as between perceived credibility and avoidance of sponsored posts on blog constructs.
The study also revealed some serious issues with old and widely accepted constructs, specifically, the need for cognition and the technology acceptance model.
Moreover, the results show that the need for cognition of blog users; the perceived interactivity and perceived credibility of the blog (and the blogger) are positively related to the attitude towards blogs.
Interactivity
Empirical Research
Discriminant validity
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Blogging is sometimes viewed as a new, grassroots form of journalism and a way to shape democracy outside the mass media.In this study, we present a model that addresses the relationships among bloggers' motivations and their conduct, and report the empirical validation of the model.Expectancy theory is applied to construct a conceptual framework and identify key factors that motivate bloggers to create and maintain his or her own Weblog.A questionnaire was distributed to 177 bloggers.Our research findings suggest that bloggers with higher intrinsic and extrinsic motivation will have a higher degree of blogging intention.Intrinsic motivations are a more important indicator than the extrinsic motivations in predicting their blogging intention.There is no significant difference in their intrinsic motivation, extrinsic motivation, and blogging intention between bloggers of different gender, age, and time spent on the Internet.
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The current thesis explored why and how people use their blogs, and the psychosocial consequences of blogging. Its three main studies utilized a range of methodologies (qualitative, cross-sectional, longitudinal) and samples (convenience and naturalistic) to examine the use and effects of blogging in terms of perceived and actual benefits. Study 1 (n=289) used an opportunistic qualitative sample to analyze blog commentary on the motivations for blogging and the mechanisms for psychosocial change from the perspective of bloggers themselves. Commentary on previous research conducted by the author on the psychosocial outcomes of blogging provided an opportunity to both validate previous research findings, and to explore in more detail some of the aspects which motivate a blogger to start and maintain their blog. Study 2 (n=603) examined the motivations for blogging from a quantitative perspective, and looked in particular at how the motivations of bloggers differed from those of social networker users. A blogging motivation measure was created and seven motivations emerged from the research: exchanging information, sharing self, exchanging affect, professional advancement, documenting experience, entertainment, and connecting with others. Bloggers were higher than social networkers on all motivations except connecting with others where social networkers were higher, and entertainment where there were no significant differences. The motivations identified the importance of both the existing qualities of pen and paper diaries as therapeutic outlets, and the emergent social qualities of the blog. Study 3 (n=208) explored changes, after a period of 250 days, in psychosocial well-being for bloggers and social network users initially recruited in Study 2 Bloggers were higher than social networkers on mean online bridging and bonding social capital scores, and while bloggers displayed higher scores on social anxiety and emotional distress than social network users at Time 1, there were no differences between the groups at Time 2. Bloggers also experienced significant decreases in social loneliness and increases in online bridging capital over the time period of the study. The psychosocial characteristics of bloggers were largely related to the content bloggers wrote about. Bloggers posting high amounts of personal content generally had higher levels of social anxiety, loneliness, and emotional distress. Overall bloggers indicated that they intended to meet emotional, social, and personal identity needs through using their blog, and bloggers were largely successful at creating online social capital and in decreasing psychosocial ill-being over time. Potential mechanisms of change and clinical implications were briefly discussed.
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Affect
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Continuance
Cyberpsychology
Empirical Research
Social network (sociolinguistics)
Technology Acceptance Model
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