| Summary: | 碩士 === 國立中正大學 === 電訊傳播研究所 === 102 === This study aims to explore what factors will affect users’ behavior and gratification of travel blogger’s fan page. Furthermore, whether a user’s use behavior and gratification of travel blogger’s fan page may affect subsequent use behavior of blog.
An online survey was conducted; 480 users of travel blogger’s fan page completed the questionnaire. The results shows that: (1) “interpersonal motive” is the strongest influential predictor of fan page usage. Other factors like “age”, “the amount of time using Facebook per day” and “social presence” also have positive predictive power, but “the number of days using Facebook per week” has negative impact; (2) “voyeuristic motive” is the most influential predictor of fan page gratification. Other factors like “education”, “functional motive”, “platform convenience motive”, “social presence” and “fan page use behavior” are also important factors in predicting fan page gratification, but “interpersonal motive” has negative impact. The results also indicate that: “fan page use behavior” and “fan page gratification” have significantly positive impact on subsequent usage of the blog, but only in the situation of high involvement.
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