Faktor yang Mendorong Niat Pemanfaatan Blog

Alfitman, Alfitman (2008) Faktor yang Mendorong Niat Pemanfaatan Blog. Jurnal Bisnis & Manajemen, 4 (2).

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Abstract

This study is aimed to examine the simultaneously influences of motivation and personality factors to intention to use (ITU) blog for knowledge sharing purposes among students that are from 5 universities in Yogyakarta. The research model is developed to be based on behaviorism approach and theory of trait that include three kinds of theories, such as, Technology Acceptance Model (TAM) by Davis et al. 1989, theory of motivation by Davis et al. 1992, and theory of personality by Guadagno et al. 2007. From data analysis of a survey of 285 students is found results that generally support the research hypothesis. The data analysis is done using the structural equation modeling in SmartPLS 2.0. It is found that motivation and personality factors simultaneously influence the student’s intention to use blog for knowledge sharing purposes. Perceived ease of use (PEU) and perceived enjoyment (PE) (both of them as intrinsic motivation factors) are found that both of which positively influence perceived usefulness (PU) (as an extrinsic motivation factor). In turn, the PU is also found positively influences the students’ intention. In the other hand, however, from two situational personality factors, only one of which is found that supports the hypothesis, such as openness to experience(OE). The other one, neuroticism (NTC), is found that not supports the hypothesis. This study can be used to improve Keywords: Blog, Big-Five Personality, TAM, Motivation.

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