Blog learning: effects of users' usefulness and efficiency towards continuance intention

Web-based learning is ubiquitous. The blog is a learning channel where learners acquire useful knowledge, to use in specific situations or in dealing with issues. These benefits may stimulate learning motivation for learners. Whether each blog learner can effectively enhance continuance learning intentions is a valuable research issue. Hence, this study proposes an extended expectation-confirmation model (ECM) that explicitly incorporates experiential learning, perceived self-efficacy, and perceived usefulness to examine blog continuance learning behavioural intentions. A survey of 318 bloggers provides strong support for the extended model. Results of the study show that these variables have a strong effect on satisfaction. This study demonstrates the blog as a good learning platform, and provides implications and recommendations resulting from the study.