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 ¡uUse and Gratification¡vtheory 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 ¡uinformation collection and sharing¡v, 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 ¡usatisfication of achievements¡vaspect of motivations, not only the anticipated¡usatisfication of achievement¡vaspect, but also ¡uconvenience of information collection and delievery¡v¡B¡usatisfication of entertainment and interaction¡vand¡usatisfication of psychological performance¡v 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.

Problem: The dating reality show If You Are the One, won the largest audience rating in China after 2 weeks of its debut.  The sudden popularity led to more and more TV stations rushing to produce dating reality shows, and the majority gets even higher ratings from critics, from media, the Chinese government and common Chinese citizens. Method: Quantitative analysis of a multi-question online survey by logistic regression to determine whether certain variables, identified through academic research, correlate with satisfaction and use by audiences. Result: There are three types of audience. One is eager to get married and aims at finding true love through dating shows or getting some guidance for finding their perfect match. The second is already married and consider their relationship with their spouse to be a major life issue.  They will hope to receive beneficial advice from watching dating shows. The third type simply watches for entertainment, to relax after a day of harsh work and study.  All the audiences watch dating shows, more or less trust on the authenticity of TV and dating shows.

The Web 2.0 concept brought up the trends of growing rapidly interactive websites which were based on the internet characteristics such as upload creations, member votes, and even the the exchange of the gifts. In a brief summery, all the incredible activities are growing mainly under the encouragement of the diversity and accumulation of the users¡¦ engagements. This study is based on the reference to the user experience and interface activities of kinds of popular Web2.0 websites. Also, through the 480 questionnaires samples and researches, this study tried to find the possible motivative activities and knowledge sharing models according to the users¡¦ motives, behaviors and self-gratification. Furthermore, this study also focused on the evaluation to the users¡¦ self-gratification after the extrinsic motivate rewards which were published to the general users. The study results appeared that when the virtual community platforms adopt different kinds of motivate rewards; the positive influence is always existed between the user motive and the outside motivation rewards. To particularly point out, the extrinsic rewards of praising in public and community usefulness has the highest correlation through the Pearson correlation analysis. Also, the outside motivate activities will affect the interactive behaviors between the users accordingly. On the personal characteristics observation, the ages and educations have significant differences to the users¡¦ motive. And the user experience of virtual community websites such as the quantities of accounts, frequency to visit the websites, and the average time of staying on the website have significant differences to user motives. And on the perspective of motivation and user behaviors, the results basically are similar with the theory of uses and gratification. There is above 50% samples pointed out that trust and identification are the important key factors on all the websites activities between users. Especially the human-human interaction is the most popular one during the research. To conclude all the research efforts, this study made a prior research on the new internet activities and provided some ideas on the correlations of the motive, behaviors and gratification on users¡¦ side. Through the concrete results hope may have the study bases for further market researches or much practical reference to the website business management.

In the past, the main audiences of TV serials in Taiwan are housewives, but less TV serials set youngsters as target audiences. Recently, the appearance of ¡§Taiwan idol dramas¡¨ that plots are close to youngsters¡¦ life styles gives the youngsters a different choice and becomes a popular TV serial type among youngsters. ¡§Love¡¨ is an important element in Taiwan idol drama. For attracting audiences¡¦ attention, the producers will focus on the plots about love and make the contents that fit to the audiences¡¦ favor. The producers and screenwriters pay much attention on the plot-setting, but they ignore how they affect audiences¡¦ values and expectance for love of the society. For finding the relationship between Taiwan idol dramas and female audiences, the research combines cultivation and Use & Gratification, two different ways of audience research. By content analysis, the research defines the love world in Taiwan idol dramas. By questionnaire survey, the research understands the impressions and opinions for Taiwan idol dramas of female audiences with different viewing motives, viewing behaviors, and love experiences. Results show the particular love concept in Taiwan idol dramas will influence love concept of female audiences, and the love concept will be strengthened when they are heavy viewers. With much more motives like entertainment and information-learning, the particular love concept of audiences will be strengthened by the particular love concept in Taiwan idol dramas, but with much more motive like ritual viewing, the particular love concept of audiences will be weakened by the particular love concept in Taiwan idol dramas. No matter the audiences lack love experiences or have blessed love experiences, the love concept in Taiwan idol dramas will not influence love concept of audiences.

Electronic Newspapers has become one sort of important communication medium with the rapid growth of audiences on Internet. In Taiwan, the majority of famous news media have their own Electronic Newspapers, which provide a large amount of online news. Though audiences can receive a mass of news, it is difficult for them to find the news in which they are really interested within limited time. Therefore, this current study focused on the research of the mechanism for filtering and recommending news based on the Use and Gratification Theory. The purposes were to develop a personalized news recommendation method for Electronic Newspapers and to examine the effect of the recommendation methods. The results of the empirical study showed that the system with recommendation mechanism was superior to the one with none in both usage performance and overall satisfaction. In this study, there were two recommendation mechanisms. One of them is time-based mechanism which refers to derive the interest automatically by analyzing how much time the audiences spent on reading news, the other is feedback-based mechanism which refers to derive the interest by asking audiences explicitly. It was found that there were no significant differences between the two mechanisms in either usage performance or overall satisfaction. Therefore, the time-based mechanism is helpful for audiences in finding personal news.

According to ¡§the research of Internet users in Taiwan¡¨ by Institute for Information Industry, the number of Internet users in Taiwan has reached 8,590 thousand, and the prevalence rate was 38 percent at December, 2003. And the broadband users also reached 2,100 thousand. As it, we could figure out that the importance of Internet is keep growing. Since the significance and specialty of Internet, many scholars have begun to study for the communication behaviors on Internet. Computer mediated communication contains many kinds of activities, including chat room, BBS, online game, etc. Internet literature is also a kind of computer mediated communication behavior. Traditionally, literature is purely a personal behavior, but the spread and publication of writings is depending on publishers. Therefore, not all people could let their writings be published. Nonetheless, in the world of Internet, everyone could put his writings on BBS or websites. As the characteristics and probabilities of traditional and Internet literature are different, I would focus on the writer of Internet literature, and try to understand their personalities, motivations and behaviors by using both interview in depth and questionnaire. I hope to build the total map of Internet literature from this research. From the research, I found the backgrounds and personalities of Internet writers seem the same. Over half of the writers are students, between 16-30 years old, and have Internet using experience over 3 years. The genres of their writings are mostly romantic novels. For the motivations of writing, ¡§writing is its own purpose¡¨ is the most accepted motivation. Besides, most writers tend to interact with other writers or readers, and adjust their material and style of writings from the interaction. Therefore, Internet literature is not a single-way transmission behavior, but a double-ways social interaction process.

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近年來，使用社群網站的公司數量急遽的增加，公司視社群網站為是另外一種渠道，可增加產品的曝光，並且獲取新客戶與維繫現有客戶。因此，許多公司企圖藉由多種形式與特色的內容去吸引觀看以及與客戶互動，以發揮社群網站的最大效用。然而，如何去吸引到最多客戶仍就是一個未解的謎題。管理內容發展包含許多不同的面向，包括呈現的內容、什麼樣的類別能受到顧客喜愛，以及決定最適當的時間發布，為了加強對於內容策略的了解，本篇研究提出一些方法，藉由發展社群網站內容刺激顧客參與。 根據使用與滿足理論框架，本篇研究專注於透過內容發展來滿足顧客。藉由學術文獻上的參考與實際案例分析，本研究識別出幾個重要的元素，最能夠去影響內容人氣的程度，分別是生動、互動、豐富、情緒。本篇研究使用知名雜誌內容中我們所提到的四個重要元素，測驗其帶來的影響程度。 透過本研究，我們不僅發現互動與情緒元素可以對於顧客參與帶來正向的影響，並且也證實顧客參與於粉絲專頁上，對於公司而言是有利益的。這些發現可以改善公司對於內容特色上的了解，以及知道如何有效去刺激顧客參與於社群網站。 / The number of enterprises that use social network sites (SNS) has increased dramatically in recent decades. Companies consider SNS to be another channel for increasing brand and product exposure and acquiring or retaining customers. Many companies attempt to leverage social networks by providing various forms of content to attract views and interact with customers. How to reach and attract the maximum number of customers remains a significant question for all types of businesses. Managing content development involves various dimensions, including determining what to present to viewers, what type of content customers prefer, and when the appropriate time is to post new content. To enhance the understanding of content strategy, this study aims to address ways to stimulate customer engagement by developing SNS content. Based on the use and gratification framework, this study focuses on the spectrum of strategies for satisfying users through content development. By employing a review of academic research and practical cases, this study identifies factors that can influence the intensity of content popularity and users’ behavior on SNS. The four components of content development are vividness, interactivity, richness, and emotiveness. This study tests the level of influence of each factor using data from brand fan pages of famous magazines. Through the research, we not only find that the interactivity and emotiveness factors would positively affect customer engagement but also verify that the intensity of customer engagement on the brand fans page is beneficial to companies. The findings can improve companies’ understanding of the attributes of quality content and how to stimulate customer engagement on SNS.

New mass media impact on the nature of public communication and the use and gratification of existing mass media because each new medium is used and experienced differently. As a new mass medium, the Internet offers different forms of communication, such as Internet Relay Chat, Multi-User Dungeons and chatrooms. It has also combined traditional mass media, namely print, radio and television, into a single powerful medium. Due to the fact that the Internet is still an emerging medium, its long-term effects on the nature of public communication and traditional mass media warrants ongoing investigation. The first part (Part A) of this dissertation situates the Internet chronologically within the development of traditional mass media and their impact on public communication. Part B investigates Internet use among a group of professionals in South Africa. The objective is to identify how they use the Internet and the gratification they derive from it. / Communication Science / M.A. (Communication)

近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。 本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them. We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.