A motivational model of blog usage

Purpose – There has been an explosive growth of blog usage recently. However, little research has explored the forces motivating people to engage in blog activities. The purpose of this paper is to suggest that the driving forces to engage in blog participation not only includes utilitarian motivation (i.e. perceived usefulness) and hedonic motivation (i.e. perceived playfulness) but also habitual behaviour and social identity (blog identification). The quality of the blog is included as an antecedent to perceived usefulness and perceived playfulness. Design/methodology/approach – In total, 225 valid questionnaires were collected from blog users. Structural equation modelling was used to test the research hypothesis. Findings – The results show that blog users' intentions to participate in blogs are determined by all four key drivers: habit, perceived playfulness, blog identification, and perceived usefulness. Blog quality has an effect on perceived usefulness and perceived playfulness. Research limitations/implications – Previous studies emphasise the importance of perceived usefulness as the key determinant for user acceptance of technology. However, in the blog context this study finds habit, perceived playfulness, and blog identification have more significant effects on users' intention than perceived usefulness. Practical implications – Blog hosts should encourage habitual blog usage (habit), pay more attention to the hedonic nature of the blog (perceived playfulness) and establish a stronger sense of blog identification among participants, in order to retain active users. Originality/value – This study articulates and empirically validates a motivational research model of blog usage, helping researchers to better under s tand such behaviour.