An analysis of the Blog-User’ attitude employing structural equation modeling combine TAM and TPB model

Abstract

This paper examines key motivators for consumers attitude towards continuing the reception of existing blog services. Multiple theoretical perspectives are synthesized to hypothetically construct a model of continuance behavior, which is then empirically tested using a field survey of online blog users, and Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) are the studys theoretical bases. The study uses Structure Equation Modeling (SEM) to analyze users who have used blogs. The results indicated the blogs usefulness, ease to use, attitude, and subjective norm are positively affecting users behavior intention.