Individual Differences and Information Retrieval: Implications on Web Design

The study investigated effects of user variables on information seeking behavior on the Web. Among other user variables, the study focused on cognitive style and online search experience, and examined how these variables influence users’ search performance and choice of navigational tools on the Web. It was found that among individuals with little or no online search experience, cognitive style influenced their search performance and usage of search/navigational tools. Those with field-dependent cognitive style tended to complete search tasks by spending longer time and by following more steps than those with field-independent cognitive style. The field-dependents also tended to use Home button and embedded links more frequently than the fieldindependents. Among individuals with substantial online search experience, however, their cognitive style did not seem to influence any of the search performance or tool usage. Both the field-dependent and fieldindependents found information equally well, showing little difference in the use of search/navigational tools. Regarding jump tools, individuals with substantial online search experience tended to use the tools more frequently than those with little or no experience. Based on these findings, recommendations on Web interface were provided for facilitating the search and navigation on the Web.