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What attracts us to blogs?
Who performed the research? Chin-Lung Hsu and Judy Chuan Lin did of course!
These two curious cats conjured up a model to understand bloggers and their readers which incorporates tech acceptance, knowledge sharing and relevant social influences. The model is premised on the theory of reasoned action, meaning people described by the model must be aware of themselves and make decisions and exhibit behaviours that are thoughtful representations of what they believe and how they think.
A survey was used to collect data about those involved in blogs and statistical analysised were performed to discern just what makes these types tick.
The result? Ease of use and enjoyment turned out to be important factors involved in blogging. Altruism and establishing reputation were the key attitudes held by this population, linked to their blog adoration. Finally, community identification appeared to be the only social influence significant to the group.
The researchers recommend the findings inform effective blogging by prioritising ease of use, reader enjoyment and the reinforcement of a sense of community. For corporate blogs, it is suggested focus must fall on the altruistic and reputation-related dimensions of reader motivations, assuming they want people to get involved.