The influence of reading motives on the responses after reading blogs

As the number of blogs increases dramatically, these online forums have become important media people use to share feelings and information. Previous research of blogs focuses on writers (i.e., bloggers), but the influence of blogs also requires investigations from readers' perspectives. This study therefore explores motives for reading blogs and discusses their effects on the responses after reading blogs. According to a factor analysis of 204 respondents in Taiwan, motives for reading blogs consist of affective exchange, information search, entertainment, and getting on the bandwagon. A regression analysis suggests the effects of these motives on three major responses-opinion acceptance, interaction intentions, and word-of-mouth (WOM) intentions-reflect the influence of blogs. Specifically, readers who focus on affective exchanges believe blog messages, interact with bloggers, and spread messages to others. Information search and entertainment motives positively affect opinion acceptance; blog readers who focus on information and those who read for fun both view blogs as trustworthy sources. Getting on the bandwagon also positively influences interaction and WOM intentions; these readers interact with bloggers and transmit messages to others.