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Predictors of Online Information Search: User Factors and Media Factors

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초록

Information search on the Internet may vary by user factors as well as media factors. User factors include demographic and personality characteristics, while media factors include exposure to other traditional media (e.g., television, audio media, and print media) and multitasking (television-Internet, audio media-Internet, and print media-Internet). Among user factors, education and need for cognition were positive predictorsof news-related search. With regard to media factors, print media use was a positive predictor of news-related search and product-related search, print media-Internet multitasking was a positive predictor of news-related search, and audio media-Internet multitasking was a positive predictor of product-related search.

Abstract

Information search on the Internet may vary by user factors as well as media factors. User factors include demographic and personality characteristics, while media factors include exposure to other traditional media (e.g., television, audio media, and print media) and multitasking (television-Internet, audio media-Internet, and print media-Internet). Among user factors, education and need for cognition were positive predictorsof news-related search. With regard to media factors, print media use was a positive predictor of news-related search and product-related search, print media-Internet multitasking was a positive predictor of news-related search, and audio media-Internet multitasking was a positive predictor of product-related search.

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