Academic journal article Social Behavior and Personality: an international journal

The Effects of User Perception of Value on Use of Blog Services

Academic journal article Social Behavior and Personality: an international journal

The Effects of User Perception of Value on Use of Blog Services

Article excerpt

A weblog (blog) is a form of online technology that has the potential to be a teaching tool by creating a contact point between the teacher and the learner. In this study we used an Internet questionnaire to investigate teaching-related activities, with 187 blog users. The results of the statistical analysis provide several conclusions: a positive perception of value positively influences continued intention to use; convenience of use positively influences user perception of value; interaction; personalization; service compatibility; and cognitive effort all positively influence user perception of value.

Keywords: blog in education, perceived benefit, perceived cost, customer value, intention to use, online teaching tool.

Originally an online tool that helped people keep track of their own records, the weblog has become a new medium for communication and has quickly turned into a key feature of online culture. According to a report in April 2007 (Sifry, 2007), mere are more than 70 million blogs on me world wide web and approximately 120,000 new blogs are posted each day. In the April 2007 report, it was also noted that the number of blogs in the top 100 most popular websites had risen substantially.

The Internet not only allows the user to break through the time and space limitations and obstacles associated wim traditional classroom teaching, but also provides a new and different teaching environment.

In this booming era for the blog, teachers and smdents can benefit from many new teaching appUcations using Internet technologies.

According to Kleijnen, Ruyter, and Wetzels (2007) many researchers have suggested mat customers' attitudes toward new technology is positive, however, this should not be the only factor considered in predicting intention to use. Therefore, through a completely quantitative research process, we extended the marketing concept of customer value to the Internet service environment in order to explore how users' perceptions of value relate to a blog service. The influence of intention to use was also a major area of interest investigated in this study.

RESEARCH PURPOSES AND PROBLEMS

In this study we used the customer value theory and teaching application of blogs to identify the customer value creation factor and blog users' measure value, as described by Kleijnen et al. (2007). We used this approach to aUow us to determine the impact of the factors that create customer value, as well as measure cognitive benefits, cognitive cost, relating to users' perception of value, and to examine me structure of a blog service user value model. Our intention was to explore die impact on blog users of user value factors and their continuing impact on intention to use blogs. To do so, we posed die foUowing questions: (1) Do perceived benefits influence user perception of value? Which of these perceived benefits have the greatest influence on user perception of value? To what degree do each of these factors influence user value? (2) Does perceived cost affect user perception of value? What are the perceived costs that most affect value for the user? To what degree do each of diese factors influence user perception of value? (3) For blog users, does perceived user value influence intention to use?

LITERATURE REVIEW

PERCEIVED BENEFIT

Alansari and Al-Shehab (2006) point out that die link between education, science, and technology has become a necessity because continuing progress in science and technology leads to the need for continual training in new skills for the individual over his or her lifetime. In addition, Du and Wagner (2006) found that the use of blogs can reduce web publishing and communication because users focus solely on writing. A blog is a personal online journal that is frequently updated and intended for public consumption. In general, a blog becomes a personal publishing platform. Through a blog's ease of use and convenience, managing and creating a teaching blog decreases the amount of effort required as a result of the technology used in the production and the operating of websites. …

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