An exploration of bloggers' behavioral characteristics and preceived credibility of blogs

This study investigates blogging phenomenon by identifying the behavioral characteristics of bloggers. Specifically, this thesis seeks to develop comparative descriptive profiles of non-bloggers and bloggers that include perceptions and experience of blog opinion leadership, ongoing involvement within the blogosphere, innovation as personal traits, perceived credibility of blog, and general computer knowledge and skills. Results from the study indicate less evidence than expected of blogging behaviors as prominent Internet activities. Further, the distinctive behaviors of opinion leadership involvement by bloggers were observed, whereas bloggers were not much different from non-bloggers in terms of other characteristics such as innovativeness and computer knowledge and skills. The study also found that Internet users perceived blogs to be less credible than traditional media or other online forms. Suggestions for future study in blogging phenomenon are provided.