- Volume 10 Issue 1
DOI QR Code
Social Motivational Factors Influencing the Intention to Use of Blog
블로그 사용의도에 영향을 미치는 사회 동기적 요인
- Published : 2010.01.28
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.
Blog;Social Motivation;Reputation;Reciprocity;Enjoyment of Helping;Social Identity;Technology Acceptance Model
- John B. Horrigan, “Associate Director for Research, Pew Internet & American Life Project,” Pew Internet & American Life Project Report, 2006.
- 한국정보사회진흥원, 국가정보화백서, 한국정보사회진흥원출판부, p.152, 2007.
- Herring, Susan C., L. A. Scheidt, Sabrina Bonus, and Elijah Wright, Bridging the gap: A genre analysis of weblogs, Proc. of the 37th Hawaii International Conference on System Sciences, 5-8 January 2004, Big Island, Hawaii. Los Alamitos: IEEE Press, 2004.
- S. Krishnamurthy, The multidimensionality of blog conversations: The virtual enactment of September 11, AOIR Internet Research 3.0: Network Theory. Maastricht, Netherland. October pp.13-16, 2002.
- C. Carl, “Bloggers and Their Blogs: A Depiction of the Users and Usage of Weblogs on the World Wide Web,” Georgetown University, Washington D.C., 2003.
- Nardi, B. A., Schiano, D. J., Gumbrecht, M., and Swartz, M., “Why we blog,” Communications of the ACM, Vol.47, No.12, pp.41-46, 2004. https://doi.org/10.1145/1035134.1035163
- Schiano, Diane J., Bonnie A. Nardi, Michelle Gumbrecht, and Luke Swartz., “Blogging by the Rest of Us.,” Paper read at CHI2004, 24-29 April, at Vienna, Austria. 2004. https://doi.org/10.1145/985921.986009
- 김영주, “블로그의 미디어적 기능과 한계: 블로그 이용자의 블로그 이용행태 와 평가를 중심으로”, 한국언론학보, 제50권, 2호, pp.59-89, 2006.
- 우지수, 블로그 사용 동기와 만족 그리고 인지 유형에 관한 연구, 성균관대학교 대학원 석사학위논문, 2005.
- 박광순, 조명휘, “인터넷의 웹블로그 사용 동기와 만족도에 관한 연구: 대학생 집단을 중심으로,” 한국언론학보, 제48권, 5호, pp.270-294, 2004.
- 노기영, “블로그의 매체경쟁에 관한 연구: 관계지향 블로그와 정보지향 블로그의 적소분석을 통한 경쟁분석”, 한국언론학보, 제49권, pp.318-389, 2005.
- 이새미, 개인 웹미디어 블로그 사용자의 이용행태에 관한 연구, 한국과학기술원, 석사학위논문, 2004.
- 김혜인, 관계지향적 블로그 이용자 세분화와 인터넷 마케팅 전략, 연세대학교대학원 경영학과 석사학위논문, 2005.
- 정유배, 블로그를 활용한 마케팅에 관한 연구: 포탈 사이트와 커뮤니티 사이트의 기업 블로그를 중심으로, 서강대학교 영상대학원 광고PR학과 석사학위논문, 2004.
- N. Emler, Gossiping, in W. P. Robinson and H. Giles (Eds.) The New Handbook of Language and Social Psychology, Chichester, England, UK: John Wiley and Sons Ltd, pp.317-340, 2001.
- M. Mitchell, “Situational interest: Its multifaceted structure in the secondary school mathematics classroom,” Journal Education Psychology, Vol.85, pp.424-436, 1993. https://doi.org/10.1037/0022-0622.214.171.1244
- E. L. Deci and R. M. Ryan, “The ‘what’ and ‘why’ of goal pursuits: Human needs and the self-determination of behavior," Psychological Inquiry, Vol.11, pp.227-268, 2000. https://doi.org/10.1207/S15327965PLI1104_01
- M. M. Wasko and S. Faraj, “Why should AI share? Examining social capital and knowledge contribution in electronic networks of practice,” MIS Quarterly, Vol.29, No.1, pp.35-57, 2005.
- T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?,” Journal of Interactive Marketing, Vol.18, No.1, pp.38-52, 2004. https://doi.org/10.1002/dir.10073
- Matthew K. O. Lee, M. K. Christy, Cheung, K. H. Lim, and Choon Ling Sia, “Understanding customer knowledge sharing in web-based discussion boards: An exploratory study,” Internet Research, Vol.16, No.3, pp.289-303, 2006. https://doi.org/10.1108/10662240610673709
- F. D. Davis, “Perceived Usefulness Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, Vol.13, No.3, pp.319-340, 1986. https://doi.org/10.2307/249008
- M. Igbaria, N. Zinatelli, P. Cragg, and L. M. Cavaye, “Personal computing acceptance factors in small firms: a structural equation model,” MIS Quarterly, Vol.21, No.3, pp.279-302, 1997. https://doi.org/10.2307/249498
- C. L. Hsu and H. P. Lu, “Why do people play online games? An extended TAM with social influences and flow experience,” Information and Management, Vol.41, pp.853-868, 2004. https://doi.org/10.1016/j.im.2003.08.014
- V. Venkatesh, “Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model,” Information Systems Research, Vol.11, No.4, pp.342-365, 2000. https://doi.org/10.1287/isre.11.4.342.11872
- V. Venkatesh and F. D. Davis, “A theoretical extension of the technology acceptance model: four longitudinal field studies,” Management Science, Vol.2, pp.186-204, 2000. https://doi.org/10.1287/mnsc.126.96.36.19926
- D. Gefen, and D. W. Straub, “The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption,” Journal of the Association for Information Systems, Vol.1, pp.1-28, 2000.
- C. S. Ong, J. Y. Lai, and Y. S. Wang, “Factors affecting engineers' acceptance of asynchronous e-learning systems in high-tech companies,” Information and Management, Vol.41, pp.795-804, 2004. https://doi.org/10.1016/j.im.2003.08.012
- J. A Ghani and S. P. Deshpande, “Task characteristics and the experience of optimal flow in human-computer interaction,” The Journal of psychology, Vol.128, No.4, pp.381-391, 1994. https://doi.org/10.1080/00223980.1994.9712742
- R. L. Thompson, C. A. Higgins, and J. M. Howell, “Personal Computing: Toward a Conceptual Model of Utilization,” MIS Quarterly, Vol.15, No.1, pp.125-143, 1991. https://doi.org/10.2307/249443
- Deci, E. L. and Ryan, R. M., The empirical exploration of intrinsic motivational processes?, in Berkowitz, L. (Eds), Advances in Experimental Social Psychology, Academic Press, New York, NY, pp.39-80, 1980.
- F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, “Extrinsic And Intrinsic Motivation To Use Computers In The Workplace,” Journal of Applied Social Psychology, Vol.22, pp.1111-1132, 1992. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
- R. Saade and I. Galloway, “Understanding intention to use multimedia information systems for learning,” Issues in Informing Science and Information Technology, Vol.2, pp.287-296, 2005. https://doi.org/10.28945/828
- P. Blau, Exchange and power in social life, Wiley Press, New York, 1964.
- Johnson, O. Thomas and W. Earl Sasser, Jr., “Why Satisfied Customers Defect,” Harvard Business Review. Vol.73, pp.88-99, 1995.
- Donath, Judith, Identity and Deception in the Virtual Community, Smith and Kollock, pp.29-59, 1998.
- A. W. Gouldner, “The norm of reciprocity: A preliminary ststement,” American Sociological Review, Vol.25, pp.161-178, 1960. https://doi.org/10.2307/2092623
- Neufeld, Anne and Margaret J. Harrison, “Men as caregivers: reciprocal relationships or obligation?,” Journal of Advanced Nursing, Vol.28, No.5, pp.959-968, 1998. https://doi.org/10.1046/j.1365-2648.1998.00818.x
- T. H. Davenport and L. Prusak, Working Knowledge: How Organizations Manage What They Know, Harvard Business School Press, Boston, 1998.
- A. T. Kankanhalli, C. Y. Bernard, and Kwok-Kee Wei., “Contributing Knowledge To Electronic Knowledge Repositories: An Empirical Investigation,” MIS Quarterly, Vol.29, No.1, pp.113-143, 2005.
- Wellman, Barry, and Gulia, Milena., Net-Surfers Don’t Ride Alone: Virtual Communities as Communities in Barry Wellman (Ed.), Networks in the Global Village: Life in Contemporary Communities, Westview, 1999.
- M. Wasko, and S. Faraj, “It is what one does: Why people participate and help others in electronic communities of practice,” Journal of Strategic Information Systems, Vol.9, pp.155-173, 2000. https://doi.org/10.1016/S0963-8687(00)00045-7
- D. H. Smith, “Altruism, Volunteers, and Volunteerism,” Journal of Voluntary Action Research, Vol.10, No.1, pp.21-36, 1981. https://doi.org/10.1177/089976408101000105
- S. Ba, J. Stallaert, and A. B. Whinston, “Optimal investment in knowledge within a firm using a market mechanism,” Management Science, Vol.47, No.9, pp.1203-1219, 2001. https://doi.org/10.1287/mnsc.47.9.1203.9781
- P. Kollock, The economies of online cooperation: Gifts, and public goods in cyberspace. In M. A. Smith & P. Kollock (Eds.), Communities in Cyberspace: pp.220-239. London: Routledge, 1999.
- M. A. Hogg and G. M. Vaughan, Social Psychology (3rd Ed), London: Prentice Hall, 2002.
- D. J. Terry and M. A. Hogg, “Grooup Norms and the attitude-behavior Relationship: A Role for group Identification,” Personality and Social Psychology Bulletin, Vol.22, No.8, pp.776-793, 1996. https://doi.org/10.1177/0146167296228002
- H. Tajfel, “Social categorization?”, Social Identity Processes in Organizational Contexts, Psychology Press, Philadelphia, PA, pp.292-322, 2000.
- R. P. Bagozzi and U. M. Dholakia, “Intentional Social Actions in Virtual Communities,” Journal of Interactive Marketing, Vol.16, No.2, pp.2-21, 2002. https://doi.org/10.1002/dir.10006
- S. J. Yanga, J. K. Parka, and J. H. Park, “Consumers’ channel choice for university-licensed products: Exploring factors of consumer acceptance with social identification,” Journal of Retailing and Consumer Services Vol.14, No.3, pp.165-174, 2007. https://doi.org/10.1016/j.jretconser.2006.04.004
- Y. H. Lee, J. T. Lee, and Zoonky Lee, “Social influence on technology acceptance behavior: self-identity theory perspective,” ACM SIGMIS Database archive Vol.37, pp.60-75, 2006. https://doi.org/10.1145/1161345.1161355
- V. Venkatesh, M. Morris, G. Davis, and F. Davis, “User Acceptance of Information Technology: Toward a United View,” MIS Quarterly, Vol.27, No.3, pp.425-478, 2003.
- R. Agarwal and E. Karahanna, “Time Flies When You're Having Fun: Cognitive Absorption And Beliefs About Information Technology Usage,” MIS Quarterly, Vol.24, No.4, pp.665-694, 2000. https://doi.org/10.2307/3250951
- V. Venkatesh and M. Morris, “Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior,” MIS Quarterly, Vol.24 No.1, pp.115-139, 2000. https://doi.org/10.2307/3250981
- An Analysis of the Perceived Risk, Shopping Motive, and Purchase Intention of the Social Commerce vol.20, pp.4, 2011, https://doi.org/10.5859/KAIS.2011.20.4.205
- Message Attributes, Consequences, and Values in Retweet Behavior : Based on Laddering Method vol.13, pp.3, 2013, https://doi.org/10.5392/JKCA.2013.13.03.131
- Co-creation: Overview and Research Agenda vol.23, pp.1, 2014, https://doi.org/10.5859/KAIS.2014.23.1.203