This study investigates what influences the blog-maintenance intentions of American and Chinese bloggers. Specifically, the current study investigates the role of online posting anxiety and its determinants. Based on social cognitive theory (SCT), this study suggests that bloggers experience anxiety because of their low blogging self-efficacy, negative outcome expectations, and the specific characteristics of blogs. To investigate this hypothesis, in-depth interviews were conducted to examine the nature of online posting anxiety among American and Chinese bloggers. Ten American and 16 Chinese bloggers were interviewed online about their beliefs pertaining to blogging self-efficacy, negative outcome expectations, and online posting anxiety. The current research therefore makes a unique and original contribution, in that this research applies social cognitive concepts to explain online posting anxiety in a computer-mediated communication (CMC) domain.
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Xun Liu (2010) studied this question.
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