Blog User Writing Motivation And The Relationship Of The Act Of Writing Research

Blog has been burgeoning in China since recently. It has been a big issue for blog providers to tailor proper marketing strategies to attract more bloggers and encourage them to write more enthusiastically.In view of this challenge, this research focuses on blogging phenomenon. It intends to provide some suggestions on marketing strategies for blog providers based on the analyses of bloggers' writing motives and the way writing motives impacting writing behaviors.Founded on relative literature review, the paper takes TAM as the basic model, supplemented with some other models, to construct the research framework. The research framework consists of three variables: the independent variables, the intervening variables and the dependent variables. In particular, writing motives of bloggers constitute the independent variable, intention as in the TAM model constitues the intervening variable and writing behavior of bloggers constitutes the dependent variable.With questionnaires filled up by 200 bloggers, we collected the desired data for analysis. The results indicate that hypotheses advanced in the thesis mainly withstand.The findings include:1. Bloggers' writing motives include: ego-expression, life documentation, self-realization, entertainment, learning, instrumentality, netizen interconnection, social interconnection, social enhancement, anonymity substitution, sharing and public comment.2. Ego-expression, life documentation, entertainment, instrumentality, social interconnection, social enhancement, anonymity substitution, sharing and public comment have positive effect on writing intention and frequency whereas self-realization, learning, netizen interconnection have positive effect on writing time. The motive of instrumentality has positive effect on writing time. Writing intention positively influences writing frequency but its effect on writing time is not significant.