Abstract
These years, because of the rise of Internet in Taiwan and popularity of blogs, the behaviors of users on internet were affected and changed. The new profit-making websites and new business models keep emerging; the creativity and knowledgeable information from blogs truly have some kind of value. In Taiwan, the mature development of Internet community makes blog develop very well. This research focuses on whether different behaviors exist between bloggers and non-bloggers. The purpose of this research is to find the differences through two points: 1. Find two kinds of web users: (1) blogger (people who have blog) and (2) non-blogger (people who don’t have blog). Through ARO( Access Rating Online) data of these two kinds of web users, which includes the data of users’ behaviors such as how many websites they attained, how many kinds of websites and total pages they browsed, which shape Internet browsing model. 2.Through the result of survey, using cluster analysis to find the difference of bloggers' motivation to use blog (self expression, life documenting, commenting, forum participating, and information searching), to separate them into three different clusters. And use their ARO data to find their different online behavior of browsing websites: what kind of websites, how many pages they browsed, and the cube model. In this research we found: 1. Bloggers and non-bloggers have differentiation on profile and also have a partial differentiation on Internet behavior cube model 2. The clusters defined by different motivation for having blog also have significant differentiation on profile and some partial differentiation on internet behavior cube model. 3. There is no evidence to prove that blogs replace News websites in Taiwan, The result is different from common thinking of bog’s substitute effect. 4. Using cube model can definitely find the differentiation of blogger and non-blogger. It is substantially useful to define the different users’ web-browsing behaviors.