A Model of Consumer Search Behaviour

In order to design better search experiences, we need to understand the complexities of human information-seeking behaviour. In previous work [13], we proposed a model of information behavior based on an analysis of the information needs of knowledge workers within an enterprise search context. In this paper, we extend this work to the site search context, examining the needs and behaviours of users of consumer-oriented websites and search applications.
We found that site search users presented significantly different information needs to those of enterprise search, implying some key differences in the information behaviours required to satisfy those needs. In particular, the site search users focused more on simple “lookup” activities, contrasting with the more complex, problem-solving behaviours associated with enterprise search. We also found repeating patterns or ‘chains’ of search behaviour in the site search context, but in contrast to the previous study these were shorter and less complex. These patterns can be used as a framework for understanding information seeking behaviour that can be adopted by other researchers who want to take a ‘needs first’ approach to understanding information behaviour.