Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation

Document Information:
Title:	Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation
Author(s):	Hsu C-L, Lin J C-C
Journal:	Information & Management, Jan 2008, Volume: 45 Issue: 1 pp.65-74 (10 pages)
Issn:	0378-7206

Keywords:	Internet, Surveys, Taiwan, User Involvement, User Satisfaction, User Studies, Weblogs
Article type:	Research paper
DOI:	10.1016/j.im.2007.11.001
Reference:	37AF593 (Permanent URL)
Abstract:	Purpose - To study the willingness of people to participate in Weblogs (blogs) using a research model based on technology acceptance, knowledge sharing and social influences. Design/methodology/approach - A review of the literature of the theory of reasoned action (TRA) and its relevance to research into people's perceptions about blogging technology usage is presented. Discusses the nature of beliefs regarding knowledge sharing and social influence perspectives as applied to the conceptual model and hypotheses used in the study. Reports the results of a questionnaire survey, involving 212 blog users in Taiwan drawn from the Worldwide Web to gather data relating to technology acceptance factors (perceived ease of use, perceived usefulness, perceived enjoyment), knowledge sharing factors (altruism, expected reciprocal benefit, reputation, trust, expected relationships), and social factors (social norms, community identification). Findings - The results indicated that perceived ease of use, enjoyment, and knowledge sharing (altruism, reputation) were positively related to a user's attitude toward blogging, while social factors (community identification) and attitude toward blogging significantly influenced the user's intention to continue to use blogs. Research limitations/implications - The research was limited by the bias due to the self-selection of the subjects, the fact that the users were located in Taiwan, and the lack of differentiation between participation roles (bloggers, blog readers, comment providers). Practical implications - The findings underscored the importance of enjoyment and bloggers should strive to increase participants' intrinsic motivations (fun, curiosity, exploration). Originality/value - Sheds light on developing strategies for understanding and promoting blog usage.