Continued Use Of Intra-Organizational Blogs: Impacts Of Habits, Network Externalities, And Ranking

Enterprise 2.0 applications, such as blogging systems, are increasingly prevailing in corporate contexts. As intra-organizational blogs are expected to provide a new approaching to building a flexible intra-organizational networking platform which could effectively facilitate knowledge sharing, it is worthwhile to address why and how the employees may accept a blogging system and keep blogging continually. Drawing upon the existing literature, this paper proposes a conceptual model which suggests that the continued use of internal blogging among employees is jointly driven by the forces of habituation and network externalities, while these forces can be shaped by managerial incentives such as a ranking mechanism. To empirically test the proposed model, actual usage data are collected from the internal blogging platform of a large Chinese company, so as to measure all the related constructs. Statistical results from a structural equation modeling (SEM) analysis illustrate that the model effectively explains the continued use of corporate internal blogging systems. By using the actual record data obtained from an in-practice system, our study manages to avoid the self-report bias which inevitably perplexes conventional survey-based research. We believe that the findings of this paper would contribute to the literature of Enterprise 2.0 user behavior on both theoretical and methodological perspectives, while providing helpful practical insights for better promoting the use of blogging systems in corporate contexts.