Use behaviors and website experiences of facebook community

Abstract

With the rapid growth of internet-generation, online friend-making pattern has gradually grown up, wherein, Facebook is one of the global social networking community that develops fastest in recent years. Therefore, this research attempts to investigate online friend-making pattern of Facebook users and compare the relevancy between the use behavior and website experience of Facebook users on the theoretical basis of “experiential marketing” and in view of the experience modules such as “sense experience”, “feel experience”, “think experience”, “act experience” and “relate experience.” The research findings indicate that in the experiential marketing module, some factors among the Facebook users' demographic variables and use behaviors of Facebook really have significant differences in website experience. This research provides operation recommendations related with on-line community platforms, and hopefully provides reference about making future website strategies or planning marketing activities for website operators.