블로그 콘텐츠 제작 의도의 영향 요인에 대한 연구 ― 파워 블로거와 일반 블로거의 비교를 중심으로

초록

Blog is a representative Internet tool to produce and share contents in Web 2.0 era, and evolves to social network based systems like Twitter. This paper aims to analyse affecting factors on producing blog contents empirically with distinguishing power bloggers and general bloggers. As based on Theory of Reasoned Action(TRA) and the Theory of Planned Behavior (TPB), a research model is developed which includes ‘social network connectedness’, ‘knowledge sharing intention’ and ‘self-disclosure’ as variables for characterizing the user behavior of Web 2.0 era. Based on survey questionnaire on three Korean representative blog sites, we can find that the affecting factors on producing blog contents are different between power bloggers and general bloggers. In the case of power bloggers, ‘participating attitude’, ‘social pressure’, ‘self-efficacy’ and ‘knowledge sharing intention’ have influence significantly on ‘producing intention’. However, in the case of general bloggers, ‘participating attitude’, ‘social network connectedness’ and ‘knowledge sharing intention’ have influence significantly on ‘producing intention’.

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