| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === As the Internet increasingly developed, the global Internet population penetration rate has already over twenty percent of global population (Internet World Stats, 2009). In Taiwan, the Internet population is seventy percent of the total population (TWINC, 2009). The Social Network Sites (SNS) rise under the trend, and Internet has become indispensable in the modern life. There are many well-known SNS such as Facebook, Myspace, classmates, hi5…etc. The growth rate of the number of users of these SNS is amazing. Facebook is currently ranked Top 1 of the world, not only many foreign users, the number of users in Taiwan are also growing fast (Compete.com, 2009).
According to the aforementioned research background, to understand the lifestyle, motivation, behavior and gratification of users, the study focused on Facebook users and applied "Uses and Gratifications Theory" and "Lifestyle Theory" as the theoretical base. There are total 332 valid questionnaires returned, on the basis of collected documents, the research questionnaires were analyzed the following conclusions.
There are eight types of life styles. The female users are more than male. The "Social relations", "Anonymous and escape", "Information and learning" motivations of male users to use SNS are stronger than femals. Most users want to get entertainment and relaxation, also useful and worthy information by using SNS, and they did. The most commonly used functions of Facebook are the application programs. These results match the motivations that users want to get entertainment and relaxation from the SNS. Motivations to behaviors and gratifications are most significant and positive relationship. The stronger motivations, the more frequently used and the greater gratification obtained. The more frequently used, the higher gratification obtained.
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