성향이 급진적이거나 진보적일수록 정보미디어가 일이나 업무(학업), 타인과의 정보경쟁에서 보다 유용할 것이라는 기대감이 높게 나타났으며, 정보미디어에 대한 가치평가(인지된 가치)와 행위의도도 급진추구형이 다른 집단에 비해 높은 것으로 드러났다. 결국 급진추구형이 정보미디어가 없어서는 안 될 중요한 부분이며, 향후에도 계속 이용하겠다는 의사가 높았다는 것을 의미한다. 그만큼 급진추구형은 정보미디어를 이용할 때 얻고자 하는 충족이 다른 집단에 비해 높으며, 이는 실제 정보미디어를 이용할 때 계속해서 자신을 노출할 가능성이 매우 높다는 것을 의미한다. 또한 인지적 획득충족이 정보미디어에 대한 가치평가에 중요한 영향요인으로 작용하였다. 이는 획득충족이 높을수록 정보미디어에 대한 가치평가도 높아져 향후에도 지속적으로 정보미디어를 이용하겠다는 것을 시사한다. 행위의도도 습관적 이용차원과 인지적 획득충족이 중요한 영향요인으로 밝혀져 전체적으로 보았을 때, 본 연구의 결과는 이용과 충족 접근에서의 기대-가치모델을 재증명하였다. 다만, 행위의도에 습관적 이용차원이 중요한 영향요인으로 상정되었다는 점은 추구충족과 미디어 노출, 그리고 획득충족으로 이어지는 순환관계 속에서 미디어에 대한 노출이 습관적 이용차원(추구)에서도 이루어지는 것이라는 점은 추가적인 연구의 필요성을 의미하는 것이기도 하다.

Nowadays, the digital information media users have tended to adhere to mobile‐lifestyle and simultaneously satisfy their information and entertainment desires with various kinds of digital equipment. They not only accept all sorts of digital equipments quickly and make and show off their own individuality or characteristic through various kinds of information and service. Therefore, personal mobile phones, DMB`s, digital cameras, PDA`s, smart‐phones, wireless internet, digital camcorders and so on are becoming very important media resources that can satisfy diverse cultural desires of today’s users. The aim of this study is to examine the influence of the Use of Information Media & Service on Values. Also, this study analyzed their style or characteristics shown in the use process of digital information media and service. The utility of digital information media by clusters has statistically significant differences. Users who have radical and progressive tendency compared to other clusters in terms of the utility of digital information media and service. Also, this study demonstrated a part of Diffusion of Innovation theory by Rogers. Users who have radical and progressive tendency tend to take up a positive attitude in terms of the use of new coming information media based Digital Technology. this also can prove the fact that radical and progressive tendency has significant influence on utility, playfulness and usability of digital information media.

Nowadays, the digital information media users have tended to adhere to mobile‐lifestyle and simultaneously satisfy their information and entertainment desires with various kinds of digital equipment. They not only accept all sorts of digital equipments quickly and make and show off their own individuality or characteristic through various kinds of information and service. Therefore, personal mobile phones, DMB`s, digital cameras, PDA`s, smart‐phones, wireless internet, digital camcorders and so on are becoming very important media resources that can satisfy diverse cultural desires of today’s users. The aim of this study is to examine the influence of the Use of Information Media & Service on Values. Also, this study analyzed their style or characteristics shown in the use process of digital information media and service. The utility of digital information media by clusters has statistically significant differences. Users who have radical and progressive tendency compared to other clusters in terms of the utility of digital information media and service. Also, this study demonstrated a part of Diffusion of Innovation theory by Rogers. Users who have radical and progressive tendency tend to take up a positive attitude in terms of the use of new coming information media based Digital Technology. this also can prove the fact that radical and progressive tendency has significant influence on utility, playfulness and usability of digital information media.

Digital Information Media, Lifestyle, Values, Expectancy-Value Model