The antecedents and consequences of blogging behavior

• I-Ping Chiang

  National Taipei University

• Yi-Hsuan Chiang

  Shih-Hsin University

• Yu-Chi Lin

  National Taipei University

The rapid growth of weblog (blog) services has induced Internet users to share their feelings and information via blogs. Few researchers are currently investigating why people blog. In this study, we explored the antecedents and consequences of blogging behaviors. We collected 613 valid responses to an online survey from blog users. Factor analysis was conducted to confirm 3 antecedents of using blogs as social motivations, goal orientation, and entertainment orientation. We identified 3 key blogging behaviors of basic journaling, more advanced publishing, and interactive feedback. Social and information return were identified as the 2 major effects of blogging behaviors. The results of structural equation modelling showed that social motivations and entertainment orientation had significant impacts on all 3 blogging behaviors and goal orientation positively influenced advanced publishing and interactive feedback. Implications and limitations are discussed.

1. I-Ping Chiang, National Taipei University
   Graduate Institute of Information Management
2. Yi-Hsuan Chiang, Shih-Hsin University
   Department of Radio, Television, and Film
3. Yu-Chi Lin, National Taipei University
   Graduate Institute of Information Management

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