Fast and easy online communication enabled versatile applications for blog. It can also extend to a multi-function platform for management and education. However, the factors that influence the intention to use this technology are still unclear.This paper examines the factors which influence the intention to use blog. Based on the theory of planning behavior (TPB) [1], we proposed a model undertaking an empirical study by using structural equation modeling (SEM). The model is used for validating a measurement scale of blog usage. 373 questionnaires were filled out and 364 of them were valid. This study suggests that enjoyment is the key factor which enhance user attitude than improve bloggers’ intention, while subjective norm has only a slight effect. Hence, it is suggested that enjoyable content is essential for blogs. Furthermore, blogs can be developed beyond individuals’ mutual interface, and they can thus become a powerful tool for management applications and E-learning platforms.
