Motivations for Using Weblogs
Date Issued
2009
Date
2009
Author(s)
Su, Tzu-Yang
Abstract
Blogs, short for “web logs,” have become a popular Web 2.0 application on the Internet in recent years. Because blogs are playing an increasingly important role in people’s daily lives, in this study, we consider the factors that motivate people to use this medium. Specifically, we utilize Herzberg’s two-factor theory to classify the factors that motivate people to use blog into hygiene and motivation factors. 15 categories and 83 blog-related features were aggregated in the questionnaire. We also compare bloggers of different purpose and gender to examine whether hygiene and motivation factors have different effects on attracting or retaining them to use the blog platform. In total, 1409 valid subjects were collected with survey method. The empirical results show that hygiene factors are more effective in attracting than retaining bloggers, whereas motivation factors are more effective in retaining than attracting bloggers. Bloggers are attracting by more hygiene factors than motivation factors, and are retaining by more motivation factors than hygiene factors, no matter what purpose or gender of bloggers. The results also provide some managerial implications and suggestions to blog service providers.
Subjects
Blog
Weblogs
Bloggers
Two-factor theory
Motivations
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