Expectancy Theory Predictions of Blogging Intention and Conducts

Blogging is sometimes viewed as a new, grassroots form of journalism and a way to shape democracy outside the mass media. In this study, we present a model that addresses the relationships among bloggers’ motivations and their conduct, and report the empirical validation of the model. Expectancy theory is applied to construct a conceptual framework and identify key factors that motivate bloggers to create and maintain his or her own Weblog. A questionnaire was distributed to 177 bloggers. Our research findings suggest that bloggers with higher intrinsic and extrinsic motivation will have a higher degree of blogging intention. Intrinsic motivations are a more important indicator than the extrinsic motivations in predicting their blogging intention. There is no significant difference in their intrinsic motivation, extrinsic motivation, and blogging intention between bloggers of different gender, age, and time spent on the Internet.