The rapid growth of weblog (blog) services has induced Internet users to share their feelings and information via blogs. Few researchers are currently investigating why people blog. In this study, we explored the antecedents and consequences of blogging behaviors. We collected 613 valid
responses to an online survey from blog users. Factor analysis was conducted to confirm 3 antecedents of using blogs as social motivations, goal orientation, and entertainment orientation. We identified 3 key blogging behaviors of basic journaling, more advanced publishing, and interactive
feedback. Social and information return were identified as the 2 major effects of blogging behaviors. The results of structural equation modeling showed that social motivations and entertainment orientation had significant impacts on all 3 blogging behaviors and goal orientation positively
influenced advanced publishing and interactive feedback. Implications and limitations are discussed.