A Primary Study of Internet Users'' Motivation, Behavior and Satisfaction

碩士 === 靜宜大學 === 管理科學研究所 === 86 ===   This research tries to explore the motivations, behaviors and satisfactions of Internet users from the users'' point of views. Convenient sampling methodology was used in this research. Questionnaires were distributed at the stations in north, center an...

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Bibliographic Details
Main Author: 莊永泉
Other Authors: 杜宏毅
Format: Others
Language:zh-TW
Published: 1998
Online Access:http://ndltd.ncl.edu.tw/handle/66613973380748930974
Description
Summary:碩士 === 靜宜大學 === 管理科學研究所 === 86 ===   This research tries to explore the motivations, behaviors and satisfactions of Internet users from the users'' point of views. Convenient sampling methodology was used in this research. Questionnaires were distributed at the stations in north, center and south. 694 effective questionnaires were collected, of which 470 interviewees have experiences in using Internet. Research results are summarized as follows:   A. Experiences in using Internet     1. Among the respondents, mostly used Internet service is www. In the groups of age under 25 and students, besides www, the second mostly used service is BBS. In the groups of age above 25 and employees, however, E-mail becomes second mostly used service.     2. Male, people with higher educational background or people at work requiring using Internet services have longer years of usage as well as more hours in use every week.   B. Motivations of usage     1. In general, motivations of using Internet services can be divided into five types: motivation of life adjustment; motivation of searching information; motivation of electronic commerce; motivation of communic commerce; motivation of communications and motivation of curiosity.     2. Yet, the further detailed analysis identifies that the major motivations of Internet users mainly focus on searching information and communications rather than on electronic commerce.     3. Different user background also results in differentmotivation of using Internet. Age, occupation, educational level. and degree of requiring using Internet services at work differentiate the motivations.     4. Experiences of using Internet also differentiate the motivations. Prefefence of services, venue of usage, and hours per week and years of usage also differentiate the motivations.   C. Satisfaction     1. In general, satisfactions of respondents can be categorized into four types:satisfaction of life adjustment, satisfaction of searching information, satisfaction of electronic commerce and satisfaction of media characters.     2. Yet the further detailed analysis shows that users are most satisfied with the functions of providing information and communications by Internet and are least satisfied with the function of Internet shopping.     3. The users'' backgrounds also differentiate users'' lsatisfactions. Gender age, occupation, educational level, and degree of requiring using computer and Internet at work also differentiate satisfactions.     4. Experiences in using Internet also differentiate satisfactions of using Internet. Preference of service, venue of usage, and hours of usage per week all affect satisfactions.   D. Correlation of motivations and satisfactions of usage. It is found that the two factors have very positive correlation. The stronger the motivation is, the higher the satisfactory level shows.