This paper examines how attitude interacts with factors affecting intention in course blogs.Based on technology acceptance and knowledge sharing, we develop a model which comprises nine constructs and eight research hypotheses, with attitude as a mediating construct. Structural equation modeling is used to analyze survey data collected from 340
primary school students in Taiwan. Attitude is the pivot of the factors influencing intention.The results show that, in order of importance, reciprocity, perceived ease of use, reputation,and expected association are the major factors contributing to attitude, whereas perceived
usefulness, altruism, and trust have no significant influence on attitude. This study makes a contribution in understanding how educators and e-learning service providers can reinforce learners’ attitude in an attempt to achieve the intention of continued course blog usage.