The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Social Motivational Factors Influencing the Intention to Use of Blog

블로그 사용의도에 영향을 미치는 사회 동기적 요인

  • Published : 2010.01.28
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Abstract

Blogs are a new type of media that have recently become popular on the World Wide Web and have influence throughout society. The purpose of this study is to examine social motivations influencing intention of blog usage. Based on Technology Acceptance Model and Motivation Theory, this study considered perceived usefulness, perceived ease of use, reputation, reciprocity, enjoyment of helping, social identity as the determinants of influencing the intention to use of blog. The suggested model was empirically evaluated using online survey data collection from 342 users of popular blog site in Korea (NAVER Blog, Cyworld minihompy, Daum Blog, and Yahoo Blog). The results revealed that perceived usefulness, perceived ease of use, reciprocity, and social identity affect directly the intention of blog usage. Furthermore, social identity has moderate effect via reciprocity and enjoyment of helping on blog usage. This study contributes to a theoretical understanding of the factors as social motivation that affects the usage of blogs. Also, the results of this study provide blog service providers useful strategic insights and service guidelines to enhance user's intention of blogs practically.

최근 블로그가 새로운 미디어로서 대중적으로 널리 사용되면서 사회 전반에 걸쳐 영향력을 확대하고 있다. 본 연구의 목적은 블로그 사용에 영향을 미치는 사회적 동기 요인을 조사하는 것이다. 본 연구에서는 기술수용모델과 사회적 동기이론을 기반으로 하여 인지된 유용성, 인지된 사용 편의성과 평판, 호혜성, 돕는 즐거움, 사회적 정체성이 블로그 사용의도에 영향을 미치는 주요 요인으로 파악하였다. 한국에서 대중적인 블로그 사이트인 네이버 블로그, 싸이월드 미니홈피, 다음 블로그, 야후 블로그 등의 사용자 342명으로부터의 온라인 설문을 통해 수집된 데이터를 실증적으로 평가한 결과, 인지된 유용성, 인지된 사용편의성, 호혜성, 사회적 정체성이 블로그 사용의도에 직접적인 영향을 미치는 것으로 나타났다. 또한 호혜성과 돕는 즐거움이 블로그 사용의도에 미치는 영향을 조절하는 요인으로서 사회적 정체성이 중요함을 밝혀냈다. 본 연구결과는 블로그 사용의도에 영향을 미치는 사회적 동기요인의 중요성에 대한 이론적 기틀을 마련하는 데 공헌함과 동시에 블로그 서비스 기업에게 사용자들의 사용의도를 높일 수 있는 전략적인 정보와 가이드라인을 제공할 수 있을 것이다.

Keywords

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