Understanding the Exchange Intention of an Individual Blogger

This research explores the issue of how ablogring, a circle/community of blogs with a common theme (Xanga 2008; Chua and Xu 2007), could be utilized to form a loosely distributed exchange of products for monetary and nonmonetary returns. Specifically, we present a research model that identifies factors influencing a blogger’s intention to participate in a commercial exchange, a commercial activity involving a blogger and a reader within a blogring.