Abstract
This study aims to figure out the association between information seeking behavior on Web and psychological attribute. A word-of-mouth site of the consumer generated media was made a theme in the present study. This study conducted a questionnaire for undergraduate students to investigate them. This questionnaire investigated about browsing category and purpose,as item of psychological attribute, attitudes towards ambiguity scale, self recognition need scale, sense of basic trust scale and internet addiction scale. As the results, the persons of the strong sense of basic trust tend to trust the information reflecting personality. In addition, the persons who can't suffer the ambiguity don't resolve only ambiguity of objective information but also seek for information for psychological stability. From these results, review information on a word-of-mouth site double as the decision making of purchase and various information resources according to inspection person's psychological peculiarity.
