The purposes of this study were to evaluate the behaviors of restaurant blog users and to identify consumers` motivations for visiting blogs, and to identify segments of 20s according to usage motivation as well as to examine blog satisfaction of each blog usage motivation segment. A total of 242 samples were selected from people in their 20s-a high-blog usage demographic segment. The results of a factor analysis identified three consumers` motivation dimensions of visiting blogs: recreation and fellowship motivation; relaxation and escapism motivation; and learning and information motivation. Factor analysis further identified two blog usage satisfaction dimensions: satisfaction from learning and information; and satisfaction from relaxation and escapism. Consumers in their 20s were classified into following three segments by their blog usage motivation characteristics: pursuing recreation and fellowship; pursuing learning and information; and indifferent; There was a significant difference in blog satisfaction according to usage motivation. Further discussion pertaining to limitations and suggestions for future research are enclosed within.