dc.description.abstract | The rapid development of the Internet has made the progress for Web 1.0 to evolve into Web 2.0, that is, for one-way message delivery from webpage designers to Internet users in the early phase to evolve into Internet users’ common participation in producing website contents, which is currently the most popular practice. The media have also changed themselves to adapt to the new form of communication. The traditional media’s one-way information transmission has transformed into the new media’s two-way exchange. Following the rise of social media, the users of Facebook have spread all over the world since 2004, and Taiwan has become one of the countries which have the most frequent Facebook users. Among the numerous functions of Facebook, a fan page is the most important one. Many fans are fond of Facebook fan page “Hakka Fighter” for its humorous creations of pictures and articles with Hakka phonetic symbols and authentic pronunciations from other websites. This study excerpted the posts of the fan page from the page’s date of establishment to May 30 in 2017 and classified them into six categories: “classic quotes,” “current events,” “satire,” “fan page affairs,” “collective creation and sharing,” and “the others.” The study analyzed the posts’ number of clicks on the buttons of “Like,” the number of comments under each post, and the number of times each post is shared by users, and then released online questionnaires to the users who had used “Hakka Fighter.” Uses and gratifications theory was applied to analyze the fan page users’ demographic characteristics, motivations of usage, behavior of usage, and gratifications of usage. The research result showed that the user stickiness of the fan page was high, and thus the users’ willingness to use the fan page would not be reduced when the publishing frequency was low. The users’ favorite category was “current events,” and the users were positive about the creativity and the founder of the fan page. In terms of the understanding of current events, there was a statistically significant difference between male and female users. Concerning the extent to which the curiosity about Hakka is satisfied, there was a statistically significant difference between Hakka ethnic groups and non-Hakka ethnic groups; non-Hakka ethnic groups had a higher extent of gratification. | en_US |