WHY PEOPLE BLOG: AN EXPECTANCY THEORY ANALYSIS

The evolution of Internet offers new tools allowing ordinary people to become content creators. One of the latest popular tools is the Internet-based blog. Few previous studies explored and examined user motivations of blogging. In this study, expectancy theory is applied to construct a conceptual framework as well as a measurable model on bloggers’ motivation to blogging. Expert interviews and survey instrument were used in this study. Interviews with bloggers were first performed to verify the questionnaire items of the attractiveness of possible outcomes resulting from blogging. After the construction of the questionnaire, a survey was conducted and 177 bloggers were asked to respond the questionnaire. From the 10 motivations examined in this study, bloggers ranked pouring out feelings and connecting with people respectively, as their two most valued rewards. They also assigned the highest probabilities to these rewards. The collected data shows that bloggers with high (both intrinsic and extrinsic) motivation for rewards have higher level of blogging intention. A blogger with higher blogging intention is willing to take more time to maintain their blog and post more articles on the blog.

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