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Abstract ▼ AI-Helper

Compared to the previous studies restricted to motivations and behaviors of blog users, this study focuses on the interactive motivations and behaviors of bloggers. This study aims to explain "blogging" considering the perception of audience size as the main independent variable. Since it is expec...

Compared to the previous studies restricted to motivations and behaviors of blog users, this study focuses on the interactive motivations and behaviors of bloggers. This study aims to explain "blogging" considering the perception of audience size as the main independent variable. Since it is expected that blogging would be affected not only by the blogger’s motivations but also by the perception of the size of audience, this study tests whether the perception of audience size affects blogging behaviors and the intention to continue blogging. A sample of 1,233 Internet users were recruited for on-line survey. It was found that the perception of audience size had positive effects on the amount of blog posting and the intention to continue blogging. Both the motivations toward self-presentation and on-line relationship affected some parts of blogging behaviors.

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