Motivations and Self-Presentation Strategies on Korean-Based "Cyworld" Weblog Format Personal Homepages

The main purposes of this study are to find out individuals' motives and interpersonal self-presentation strategies on constructing Korean weblog format personal homepage (e.g., "Cyworld mini-homepage"). The study also attempts to find predictor motives that lead to the activities of posting and maintaining a homepage and compare the self-presentation strategies used on the Web with those commonly used in interpersonal situations. By using a principal component factor analysis, four salient self-presentation strategy factors and five interpretable mini-homepage hosting motive factors were identified. Accompanying multiple regression analysis shows that entertainment and personal income factors are major predictors in explaining homepage maintenance expenditures and frequencies of updating.