The Antecedents and Consequences of Blogging Behavior

• Main Authors: Yu-Chi Lin, 林郁琪
• Other Authors: I-Ping Chiang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/50862399771875529975

碩士 === 國立臺北大學 === 資訊管理研究所 === 97 === As the rapid growth of blog services, internet users become to communicate via blogs for emotional exchange and information sharing. Since very few researches focus on discussing the reasons why people blogging. The purpose of this study tries to explore the antecedents and consequences of blogging behavior. This study uses online survey to collected 964 valid blog users’ samples. First, we executed the factor analysis to find out three antecedents of blog use including personal interaction, goal orientation and recreation orientation, and three blogging behavior which contains basic writing, advanced publishing and interactive action. Moreover, two major effects of blogging behavior including social satisfaction and information satisfaction are also extracted. Analyzing by structural equation modeling, the primary findings are (1) personal interaction has significant impacts on all three blogging behavior; (2) goal orientation only positively influence on advanced publishing and interactive action, but no significant impact on basic writing; (3) recreation orientation also positively influences on all three blogging behavior; (4) basic writing positively influences on social satisfaction but not on information satisfaction; (5) advanced publishing positively influences on both social satisfaction and information satisfaction; (6) interactive action also positively influences on both social satisfaction and information satisfaction. Finally, based on the results, this study also provides further conclusions and recommendations.