The purpose of this study is to examine online user's experiences of blog and identity components of online users' experience of blog. Specifically, this study developed the measurement scales of online user's experience of blog to identify sub-dimensions and scale items composing of online user's experience of blog. A survey was conducted for 300 college students to investigate their experiences of blog such as SENSE, FEEL, THINK, ACT, and RELATE proposed first by Schmitt(1999). The results of the study showed that six experiential factors, such as sense, feel, think, act, self-relate, and social-relate, were identified as main components of blog experience. This study also examined whether portal user's experiences of blog had a positive impactad a posetive impactad a poportal composing of site awareness, site image, perceived tialie impasite, and site loyalty. A regression analysis was conducted to find out the relationship between online user's blog experience and Web equity of Internet portal. The findings showed that there was a statistically significant relationship between holistic experience of blog and Web equity of Internet portal. However, multiple regression analysis supported the findings which showed THINK and ACT among six experiential factors was the significant predictors of Web equity of Internet portal, while SELF-RELATE and SOCIAL-RELATE had nothing to do with Web equity of Internet portal. The findings of this study will serve as a theoretical foundation of building Web equity of Internet portal using online experience.