近年來由於台灣網際網路的興起以及個人部落格（blog；網路日誌）的盛行，導致網路使用者在網際網路上的行為模式因此而有所改變。除了每年不斷興起新營利模式的網站之外，部落格本身的創意以及所擁有的個人知識也逐漸帶來一定程度的商業價值。所以在這部落格因為社群網站的發達而已漸趨成熟的台灣，部落格的使用者是否與其他的網路使用者的行為有所不同，成為本研究的重點所在。本研究的目的為希望藉由
1.由全體的網路的使用者，分別探討(1).部落格使用者（blogger；擁有部落格的網路使用者）以及(2)沒有使用部落格的兩種網路使用者其ARO（Access Rating Online）所得出來之瀏覽的網站數、瀏覽的網站種類以及瀏覽的總頁數所得出的網路瀏覽行為cube模型的差異性。
2.經由問卷所得的結果，找出部落格使用者，其網路行為在行為五種動機(自我表現、記錄生活、發表意見、社群互動、資訊蒐集)方面的差異所進行集群分析所形成的三種不同的集群，其ARO（Access Rating Online）所得出來之瀏覽的網站數、瀏覽的網站種類以及瀏覽的總頁數所得出的網路瀏覽行為cube的差異。
本研究的發現：
1擁有部落格的網路使用者與無部落格的網路使用者，在人口統計以及網路的瀏覽行為方面部分有顯著差異存在，其網路行為的cube的確存在著部分差異。
2.經由不同的部落格使用動機認知上的差異所產生的分群，其在人口統計以及
網路的瀏覽行為方面部分有顯著差異存在，其網路行為cube也存在部分差異。
3.以台灣的網路使用者來說，部落格的出現並沒有明顯的有替代新聞網站的情形出現，與現今大眾認知的部落格成為新的媒體工具有所落差。
4.網路行為的cube量化模型對於部落格使用者的研究有確實的效果存在，可以清楚的知道不同使用者實際瀏覽的差異性。

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.

中文部分
周立軒，「網誌的使用者與使用行為之研究」，元智大學資訊傳播學系碩士班網路 傳播組碩士論文，民國九十四年。
陳信宏，「從Blog 使用目的，探索部落格商機」，國立台灣科技大學管理研究所碩士班 產業電子化學程組碩士論文 民國九十五年。
杜念魯，「部落格(Blog)對報業從業人員行為影響之初探」 世新大學新聞研究所碩士論文 民國九十五年
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網頁部份
創市際市場顧問研究公司 台灣部落格熱潮 邁向網路全民運動2006/10/18 http://www.insightxplorer.com/
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