2008 PROCEEDINGS - Public Relations Society of America

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H1: The influence of performance expectancy on behavioral intention of using blogs will be moderated by gender and age, such that the effect will be stronger for men and particularly for younger men. Effort expectancy is defined as the degree of ease associated with the use of blogs. Effortoriented constructs are expected to be more salient in the early states of adaptation when process issues are most salient, and later become overshadowed by instrumentality concerns (Davis et al., 1989; Venkatesh, 1999). Prior research suggests that effort expectancy could be more salient for women than men (Venkatesh and Morris, 2000). Moreover, this research supports the notion that constructs related to effort expectancy will be stronger determinants for women and for older workers. H2: The influence of effort expectancy on behavioral intention of using blogs will be moderated by gender, age, and experience, such that the effect will be stronger for women, particularly younger women, and particularly at early stages of experience. Social influence is defined as the degree to which an individual perceives that important others - co-workers, bosses, clients - believe he or she should use blogs. The role of social influence in technology acceptance is complex and subject to a wide range of contingent influences (Venkatesh et al. 2003). Prior research suggests that individuals are more likely to comply with others’ expectations when those referent others have the ability to reward (pay raises, bonuses, time off) the desired behavior or punish non-behavior. Moreover, theory suggests that women tend to be more sensitive to others’ opinions and therefore find social influence to be more salient when forming and intention to use a new technology (Venkatesh et al. 2000). H3: The influence of social influence on behavioral intention of using blogs will be moderated by gender, age, voluntaries, and experience, such that the effect will be stronger for women, particularly older women, particularly in mandatory settings in the early stages of experience. Facilitating conditions are defined as the degree to which an individual believes that an organizational and technical infrastructure exists to support use of blogs. Venkatesh (2000) demonstrated that issues related to the facilitating conditions are largely captured within the effort expectancy construct. Thus, when both performance expectancy and effort expectancy constructs are present, facilitating condition becomes non-significant in predicting the use of blogs. H4a: Facilitating conditions will NOT have a significant influence on behavioral intention of using blogs. Venkatesh (2003) also found evidence to suggest that facilitating condition do have a direct influence on usage of technology, beyond that explained by behavioral intentions. In fact, the effect is expected to increase with experience as practitioners find multiple avenues for help and support either within the organization, or outside the organization through online blogs help sections. Further, organizational psychologists have noted that older workers attach more importance to receiving help and assistance than do their younger counterparts. H4b: The influence of facilitating conditions on usage of blogs will be moderated by age and experience, such that the effect will be stronger for older workers, particularly with increasing experience. As supported by UTAUT and research reported by Venkatesh (2000), computer selfefficacy and computer anxiety is expected to have no direct effect on behavioral intention. 80
H5a: Computer self-efficacy will NOT have a significant influence on behavioral intention of using blogs. H5b: Computer anxiety will NOT have a significant influence on behavioral intention of using blogs. Attitude is defined as an individuals overall affective reaction (evaluation) to using blogs. Venkatesh (2003) found the attitude construct to be significant in some models of technology acceptance, and non-significant in others – usually significant when constructs related to performance and effort expectancies were not included in a specific model. Thus, given the inclusion of performance expectancy and effort expectancy in the current research, attitude toward using blogs is not expected to be a significant predictor of intent to use blogs. H5c: Attitude toward using technology will NOT have a significant influence on behavioral intention of using blogs. Consistent with most underlying theories of technology acceptance, it is expected that behavioral intention to use blogs will have a significant positive influence on actual blog use. H6: Behavioral intention will have a significant positive influence on usage of blogs. Table 1 Variables and Moderators Hypothesis Number Dependent Variables Independent Variables Moderators H1 Behavioral Intention Performance Expectancy Gender, Age H2 Behavioral Intention Effort Expectancy Gender, Age, Experience H3 Behavioral Intention Social Influence Gender, Age Voluntariness, Experience H4a Behavioral Intention Facilitation Conditions None H4b Usage Facilitating Conditions Age, Experience H5a Behavioral Intention Computer Self-efficacy None H5b Behavioral Intention Computer Anxiety None H5c Behavioral Intention Attitude toward using technology None H6 Usage Behavioral Intention Direct Effect Research Objective The primary objective of this study is to investigate how well prepared public relations practitioners’ are to adapt to the imminent changes in their workplace, and in their interaction with clients and key publics, by examining the acceptance and use of blogging by public 81
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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RESEARCH PAPERS 5
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many researchers and professionals
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evenue, or activists provide suppor
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Results PR Effectiveness In respond
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Applied Context In answering RQ 5,
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Figure 8. Distribution of PR effect
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fifteen years, and it is now a grow
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Ni, L. (2006). Relationships as org
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Based on a review of public relatio
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Barriers to Online Course Delivery
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and “Learners are able to track a
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an excellent tool for collaboration
Page 29 and 30: audiences. Further, it is critical
Page 31 and 32: course site. Develop projects so th
Page 33 and 34: Examples of student blogs can be fo
Page 35 and 36: Technorati. Retrieved on May 15, 20
Page 37 and 38: Characteristics of Organizational o
Page 39 and 40: Table 1. Summary Definitions of Cri
Page 41 and 42: Table 3. Organizational Image Resto
Page 43 and 44: Table 5. Hierarchical Rankings of E
Page 45 and 46: strategies public relations profess
Page 47 and 48: Stephens, K. K., Malone, P. C., & B
Page 49 and 50: Testing Crisis Response Strategies:
Page 51 and 52: example Coombs & Schmidt (2000) emp
Page 53 and 54: Table 1.0 Tactics And Examples As O
Page 55 and 56: Discussion The purpose of this rese
Page 57 and 58: Benoit, W.L. (1995b). Sears repair
Page 59 and 60: IMC and its Integration into Progra
Page 61 and 62: umbrella. This arrangement more clo
Page 63 and 64: 3B: How do institutional factors pr
Page 65 and 66: academic units. Responses were code
Page 67 and 68: RQ3A: How do institutional factors
Page 69 and 70: The lowest mean scores, ranging fro
Page 71 and 72: In this study, respondents’ perce
Page 73 and 74: At this juncture, the challenge for
Page 75 and 76: education. Journalism & Mass Commun
Page 77 and 78: However, many inside the public rel
Page 79: Core Determinants UTAUT contains fo
Page 83 and 84: Table 2 Descriptive Statistics for
Page 85 and 86: Although hierarchical multiple regr
Page 87 and 88: Table 8 HMR Results for Facilitatin
Page 89 and 90: use blogs. In fact, nearly 86% of r
Page 91 and 92: Venkatesh, V. (1999). Creation of f
Page 93 and 94: What’s Guiding the Profession? An
Page 95 and 96: process. Arnett, Arneson, and Bell
Page 97 and 98: The interview process was guided by
Page 99 and 100: chef’s feelings or the server’s
Page 101 and 102: If you’re going to work with [com
Page 103 and 104: Professionals, however, offered sev
Page 105 and 106: Hemingway, C. A. (2005). Personal v
Page 107 and 108: Causing Our Own Problems? Women as
Page 109 and 110: What’s Critical About PR and New
Page 111 and 112: • PR strategy is still developed
Page 113 and 114: Discussion in Terms of Strategy, Et
Page 115 and 116: How the PRSA’s Certification in E
Page 117 and 118: 1) How did the PRSA certification e
Page 119 and 120: Frances Lilly in a similar white pa
Page 121 and 122: Concerned that its sexual harassmen
Page 123 and 124: All respondents agreed that e-learn
Page 125 and 126: DL 3.0 were simple text and graphic
Page 127 and 128: technology that we lose sight of th
Page 129 and 130: Lowery, S. A., & DeFleur, M. L. (19
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and student groups in research clas
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Adoption of Participatory Adult Lea
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all had the same instructor, the sa
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Table 1: Thematic Analysis Results
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Improving Feedback, Interaction and
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will realize they all are expected
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How to Win Friends and Impact Stude
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6. After reviewing assignments to m
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The pre-assessment survey results s
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messages and she never even called
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Who Should Teach Investor Relations
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Relations Society of America (PRSA)
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From Britney Spears to Burger King:
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governmental entities. The professo
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Show Me! Portfolios as Instruments
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The Student. In a real sense, what
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Gill, K. (ed.). (1993). Process and
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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