| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 98 === In 2004, Tim O’Reilly brought up the ideas ofWEB 2.0 to describe the internet
phenomenon for the incoming future.Tim noticed the WEB 2.0 concept that focused
on the internet characteristics such as user-generation involvement ,openness API
structure, and the group sharing and interactions. He predicted the websites owners
will create internet surroundings which will be controlled by user themselves.Also,
the owners will return the authorities such as publishing contents and feedback of the
articles on websites to the users. According to that, this study through the 「Use and
Gratification」theory to focus on evolving the individual difference between users
motivations, behaviors and satisfications when they having the more and greater
freedoms on internet.
This study found that the users between 20 to 40 years old are the majority who lives
the WEB 2.0 internet surroundings. For these researches, female users are more than
males, and approximately 41.9% users log on the WEB2.0 websites six times a week,
46.6% of overall users surf on these websites for one to two hours. The most common
activities the users do is 「information collection and sharing」, between 21:00 to
00:00.
Furthermore, this study through the personnal characteristics found that the ages,
professions, sex, and educations have siginificant differences on the motivation of
using internet. Also, the convience of download and upload information has the
highest scale on user’s satisfication. This research indicates that users are more
satisfied on information convience than other functions when staying in the WEB2.0
interface platforms.
Besides, this study also found on the 「satisfication of achievements」aspect of
motivations, not only the anticipated「satisfication of achievement」aspect, but also
「convenience of information collection and delievery」、「satisfication of
entertainment and interaction」and「satisfication of psychological performance」
aspects have siginificant positive influence on the user’s behaviors and overall
satisfications. This study also proved the ideas Tim O’Reilly mentioned before, which
is about increasing individual values under the user-generation-content interface.
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