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Heuristic and systematic use of search engines


Wirth, Werner; Böcking, Tabea; Karnowski, Veronika; von Pape, Thilo (2007). Heuristic and systematic use of search engines. Journal of Computer-Mediated Communication, 12(3):778-800.

Abstract

It is becoming increasingly important to understand in greater detail how people process information and make decisions while searching on the World Wide Web. With the distinction between systematic and heuristic processing, dual-process theories and decision theory provide a useful framework for analyzing this decision-making. A laboratory quasi-experiment was conducted, combining a client-oriented Web content analysis, think aloud technique, and an online questionnaire. From the data obtained, two different search sequence levels were created and analyzed. The results show that within these sequences, different degrees of heuristic and systematic processing occurred, depending on the situational demands as well as the Web experience and the domain specific involvement of the user.

It is becoming increasingly important to understand in greater detail how people process information and make decisions while searching on the World Wide Web. With the distinction between systematic and heuristic processing, dual-process theories and decision theory provide a useful framework for analyzing this decision-making. A laboratory quasi-experiment was conducted, combining a client-oriented Web content analysis, think aloud technique, and an online questionnaire. From the data obtained, two different search sequence levels were created and analyzed. The results show that within these sequences, different degrees of heuristic and systematic processing occurred, depending on the situational demands as well as the Web experience and the domain specific involvement of the user.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2007
Deposited On:04 Apr 2014 15:18
Last Modified:05 Apr 2016 17:48
Publisher:Wiley-Blackwell
ISSN:1083-6101
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1111/j.1083-6101.2007.00350.x
Permanent URL: https://doi.org/10.5167/uzh-94835

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