Understanding the Individual Difference Antecedents of Perceived Enjoyment in the Acceptance of Blogging

With the proliferation of Weblogs (blogs) use in university educational contexts, developing a better understanding of university students’ knowledge sharing behavior through blogging has become an important topic for practitioners and academics. While perceived enjoyment has been found to have a significant influence on behavioral intentions to use blogs or hedonic systems, few studies have investigated the antecedents of perceived enjoyment in the acceptance of blogging. The main purpose of the present study is to explore the various individual difference antecedents of perceived enjoyment and examine how they influence behavioral intention to blog through the mediation of perceived enjoyment. Based on the previous literature, the Big Five personality traits (i.e., extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience), as well as computer self-efficacy and personal innovation in information technology (PIIT), are hypothesized as potential antecedents of perceived enjoyment in the acceptance of blogging. Data will be collected from respondents in Taiwan to test the research model using structural equation modeling approach. The results of this study will enhance our understanding of students’ knowledge sharing behavior through blogging, and provide several prominent implications for e-learning research and practice. Key-Words: Weblog, perceived enjoyment, individual difference, Big Five, PIIT, computer self-efficacy