Blogging is a form of social communication that facilitates human interaction. The cultural orientations of individualism and collectivism, which relate to basic beliefs about human relationships and interactions, should be determinants of blogging. This study explores the impacts of individualism-collectivism orientation on perceived self-efficacy in blogging, along with blogging and attitudes toward blogging. The results from an online survey of bloggers show that peoples' cultural orientation of individualism-collectivism affects blogging through the mediation of perceived self-efficacy. Additionally, while self-reliance and the supremacy of individual goals increase blogging, competitiveness, solitary work preference, and the supremacy of individual interests decreases it. These results may suggest that a new cultural value is emerging among bloggers who wish to reap the benefits of the cyberworld.
Shang, Rong-An; Chen, Yu-Chen; and Hung, Chien-Chu, "Toward a Cultural Phenomenon of Blogging--The Impacts of Individualism-Collectivism and Self-efficacy" (2008). PACIS 2008 Proceedings. 128.