Young Adults’ Information Behavior Based on Utility Theory

Abstract

The purpose of this study is to understand the information behavior of young adults from the perspective of utility theory in economics. This study defined utility as a feeling of subjective satisfaction toward three types of information (intellectual, sensory and emotional). For the empirical analysis, a questionnaire survey was conducted on university students (N = 277). The data obtained from the open questions were compiled and analyzed through quantitative text analysis. The results of the analysis showed that young adults satisfied their information utility mainly by using social networking sites. However, in order to collectively satisfy the three types of information utility, a personal and mass media presence serving a hub-like role that linked the information utilities together was necessary. Ambiguity of the distinction between utility toward intellectual information and utility toward sensory information was also observed. It was suggested that young adult demand rapidity in satisfying these information utilities. It was concluded that this desire of young adults toward immediate information gathering is inviting confusion among the large amounts of information consumed on a daily basis. Key words: young adult, information behavior, utility theory, quantitative text analysis