| Summary: | 碩士 === 中國文化大學 === 資訊傳播研究所 === 96 === The arrival of the internet knowledge sharing era and a shift in people’s using habit of the web medium. The purpose of this study is to research the motivation and gratification of the users of Knowledge Community portal website. The study was “Yahoo! Knowledge” Knowledge Community portal website as case study. By conducting an online survey of the users of “Yahoo! Kimo Knowledge+” Knowledge Community portal website 396 samples were collected. After a descriptive statistical analysis was completed on the demographics, frequency of use, motivation and satisfaction of the users, a factor analysis was done on the motivation and satisfaction of the users, as well as the correlation analysis between the two.
The results of our study have shown that there are four main factors behind the use of Knowledge Community portal website: the acquisition of knowledge, the contribution of knowledge, social interaction, and anxiety release. The motivation of the user is positively correlated to the satisfaction derived; the stronger the motivation, the stronger the satisfaction. The relationship between Gratification Sought (GS) and Gratification Obtain (GO) were identified. Our study has shown when GS>GO, there are three factors: the acquisition of knowledge, the contribution of knowledge, social interaction. Otherwise, when GO>GS, there is only one factor: anxiety release. Base on these results, the “Yahoo! Kimo Knowledge+” Knowledge Community portal website has rooms for improvement in the areas of the acquisition of knowledge, the contribution of knowledge, and social interaction.
Based on the results of the above-mentioned analysis, this study has also made a number of recommendations to the proprietors of online communities such as “Yahoo! Kimo Knowledge+”. The paper ends with an agenda for future research.
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