Corporate blogs : what factors influence blog readers and comment providers to continue using blogs
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Date
2013
Authors
Negrutu, Livia
University of Lethbridge. Faculty of Management
Journal Title
Journal ISSN
Volume Title
Publisher
Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2013
Abstract
As blogs have become a new and significant way of distributing information, businesses and organizations have started looking for ways to exploit corporate blogs. With their recent evolution, little research has been conducted on the factors that influence blog readers and comment providers to continue engaging in corporate blogging activities. In this study, we analyze IT corporate blog users' motivations to continue using blogs based on an integrated technology acceptance model (TAM) and expectation confirmation model for the information technology domain (ECM-IT). Our findings suggest that confirmation, perceived usefulness, information quality and social norms are the main determinants of satisfaction, attitude and continued blog usage intention. Moreover, results indicate that some of the factors that influence users to continue using personal blogs do not apply to corporate blog visitors. Overall, our model explains 71% of the variance of continued blog usage intention.
Description
vii, 113 leaves ; 29 cm
Keywords
Blogs , Business communication -- Blogs , Communication in organizations , Dissertations, Academic