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Social Motivational Factors Influencing the Intention to Use of Blog

블로그 사용의도에 영향을 미치는 사회 동기적 요인

  • 홍석인 (연세대학교 정보대학원) ;
  • 최희재 (한국서비스혁신연구소) ;
  • 이준기 (연세대학교 정보대학원)
  • Published : 2010.01.28

Abstract

Blogs are a new type of media that have recently become popular on the World Wide Web and have influence throughout society. The purpose of this study is to examine social motivations influencing intention of blog usage. Based on Technology Acceptance Model and Motivation Theory, this study considered perceived usefulness, perceived ease of use, reputation, reciprocity, enjoyment of helping, social identity as the determinants of influencing the intention to use of blog. The suggested model was empirically evaluated using online survey data collection from 342 users of popular blog site in Korea (NAVER Blog, Cyworld minihompy, Daum Blog, and Yahoo Blog). The results revealed that perceived usefulness, perceived ease of use, reciprocity, and social identity affect directly the intention of blog usage. Furthermore, social identity has moderate effect via reciprocity and enjoyment of helping on blog usage. This study contributes to a theoretical understanding of the factors as social motivation that affects the usage of blogs. Also, the results of this study provide blog service providers useful strategic insights and service guidelines to enhance user's intention of blogs practically.

Keywords

Blog;Social Motivation;Reputation;Reciprocity;Enjoyment of Helping;Social Identity;Technology Acceptance Model

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