The latest evaluation indicators of digital literacy are applied to college students to evaluate their level of digital literacy. Evaluation areas applied in this study are roughly classified into technical literacy, bit literacy, and virtual community literacy, and each of these has five sub-groups. This paper attempts to analyze the level of effect of these categories and sub-groups on information use behavior. This study used a survey, as did much of the previous research. College students from five different colleges were targeted, with 221 surveys out of 250 returned, a return rate of 88.4%. As to results, bit literacy influences information use behavior most, followed by virtual community literacy and technical literacy in that order. Bit literacy is related to the ability to use information including information search, information discernment, editing information, processing information, and utilizing information, and these items appear to have influenced information use behavior most. Examination of these detailed items shows that the ability to process information has the most significant effect on information use behavior followed by information discernment, information editing, community analysis, document editing, and use of tools and ability to create cyber culture in that order. The literacy indicators with the lowest effect on information use behavior were the ability to communicate, form self-identity, information search, and form relationships in that order.
The Effect of Consumer Characteristics on Exploratory Information Search and Information Use Behavior
