Blog Writing Behavior Influencing Factors

Since introduced to China in August 2002, blog has developed sharply. Meanwhile, blog service providers are competing more and more fiercely for attracting bloggers. However, various factors that influence the use of blogs have not been figured out yet. So this essay focuses on investigating and analyzing those factors which influence behaviors of blog writing and attempts to find out the key factors of it, hence providing some suggestions on business and marketing to blog service providers.According to this research, the factors influencing blog writing behavior include blog quality, individual diversity of bloggers, and social impacts.With reference to a lot of literature and based on theory of technology acceptance model(TAM) as well as flow theory, this essay discusses how such factors mentioned above affect the blog writing behavior from the view of bloggers' perception of functions of blog—perception of utility and ease of utilization, and also psychological experience during blog writing—flow experience. Regarding the research on blog quality, we refer to the relative literature on system quality, and with consideration of the characteristics of blog, we define five typical attributes of it, reliability, interactivity, technical compatibility, interface customization, and compilation. Regarding the research on individual diversity of bloggers, and social impacts, we refer to the relative literature on theory of reasoned action(TRA),theory of planned behavior(TPB),and technology acceptance model(TAM),and we select computer self-efficacy as the representative of individual diversity of bloggers,and subject norms as the representative of the other.after making a statistic and analyze on the 193 pieces of valid feedback from a large scale survey to bloggers, it is concluded as follows:1. The better reliability of blog , for the bloggers, the more impressive is their flow experience during blog writing, the stronger is their blogging tendency, and the higher is their blogging frequency.2. The better interactivity of blog, for the bloggers, the better is their perception of ease of utilization into blog and the more impressive is their flow experience during blog writing, the stronger is their blogging tendency, and the higher is their blogging frequency.3. The better technical compatibility of blog, for the bloggers, the better is then-perception of utility and ease of utilization into blog and the more impressive is their...