**Objective:** To identify factors affecting the use of the Strengthening the Reporting of Observational Studies in Epidemiology (STROBE) Statement, specifically authors’ attitudes towards and experiences with it.
**Study Design and Setting:** An online survey was distributed to authors of observational studies recruited via social media, personal network snowballing, and mass-mailings using targeted search strategies. Data on demographics, awareness, motivators, and usage were collected in conjunction with a modified Unified Theory of Acceptance and Use of Technology (UTAUT) scale on which confirmatory factor analysis (CFA) was performed.
**Results:** 1015 participants completed the survey. Of these, 185 (18.2%) indicated they had never heard of STROBE nor used it previously, 195 (19.2%) had heard of it but never used it, and 635 (62.6%) had used it. Journals promoting STROBE were both key motivators and awareness mechanisms; peers and educational workshops were also important influencing factors to a lesser degree. The internal consistency of the modified UTAUT scale was strong (Cronbach’s alpha = 0.94). CFA supported a 4-factor model with 23 questions.
**Conclusion:** The endorsement of STROBE by journals is key to authors’ awareness and use of the guideline. We tested and validated our scale which can guide future research on reporting guidelines.
