Abstract
We conducted a questionnaire survey of personal blog authors (N = 1,434) and examined two hypothesized models using structural equation modeling to clarify the psychological and social process associated with why authors continue to write their blogs. Two final models with good fit were obtained. It was confirmed that being satisfied with benefits to self, relationships with others, and skill in handling information had significant positive effects on the intention to continue blog writing. The psychological traits of private self-consciousness, reassurance-seeking, and information need were hypothesized to be effective in establishing consciousness of the benefits; these also had significant positive effects. In contrast, only positive feedback had a significant influence on satisfaction related to information handling skill, whereas both negative and positive feedback had significant influences on satisfaction related to information handling skill. This suggests that communication with readers who gave positive feedback strongly encouraged blog authors to continue writing. Similarities and differences between the two models and recommendations for further theoretical development are discussed.
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