Previously published as: Direct Marketing: An International Journal
Online from: 2010
Subject Area: Marketing
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|Title:||Blogging: mediating impacts of flow on motivational behavior|
|Author(s):||Boram Park, (School of Merchandising and Hospitality Management, University of North Texas, Denton, Texas, USA), SooKyoung Ahn, (School of Merchandising and Hospitality Management, University of North Texas, Denton, Texas, USA), HaeJung Kim, (School of Merchandising and Hospitality Management, University of North Texas, Denton, Texas, USA)|
|Citation:||Boram Park, SooKyoung Ahn, HaeJung Kim, (2010) "Blogging: mediating impacts of flow on motivational behavior", Journal of Research in Interactive Marketing, Vol. 4 Iss: 1, pp.6 - 29|
|Keywords:||Consumer behaviour, Electronic media, Internet, United States of America|
|Article type:||Research paper|
|DOI:||10.1108/17505931011033533 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Upon extending Hoffman and Novak's flow model, this paper aims to delineate the blogging motivations with an emphasis of flow mediation to predict blogging behaviors. Three objectives are to: identify determinant dimensions of blogging motivations, behaviors and flow; investigate the hypothesized relationships between blogging motivations, blogging behaviors with the mediation of flow; and control the moderating effect of individual differences (i.e. blogger and blog reader) to disperse their blogging behaviors.
Design/methodology/approach – Using the self-administered questionnaire, the data (
Findings – The findings reveal that the desire for entertainment, information, and efficiency are the primary drivers for blogging behaviors. Specifically, information-seeking is the decisive motivation to urge digital engagement and e-shopping behaviors concurrently. This study concludes that telepresence of flow plays a pivotal mediating role to promote both digital engagement and e-shopping behavior stirring entertainment and information-seeking motivations. Interestingly, there are disparities between blogger and blog-reader groups that entail divergent mediating effect of telepresence.
Research limitations/implications – Given the preliminary nature of this approach, there are some limitations as follows: the convenience sampling limits the generalizability of the research; the individual factors as well as social and cultural factors in a global context need to counter why the majority of internet users do not participate in blogging.
Originality/value – Blogging provides distinctive insight into comprehending e-consumer behavior explicitly with respect to social networking and information searching behaviors while facilitating a state of flow. This approach allows e-service providers' and researchers' efforts to be more effective and approachable in comprehending the phenomenon through the application of the appropriate theoretical platform.
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