Abstract

This research investigated the motivation of internet usage and how closely each motive is related to website behaviors. Employing undergraduate students as subjects, this study discovered five motives for using internet; they are 'pleasure', 'social relationship', 'killing time', 'information' and 'benefit'. Each of these motives was related significantly to website usage behaviors. In addition, internet users were segmented by internet usage motivation into five types such as leisure-oriented group, pleasure-oriented group, activist group, passive group and actual-interest-seeking group. Internet usage behaviors and behavior characteristics of each group were different each other.