Impact of Gender and Age on performing Search Tasks Online

More and more people use the Internet to work on duties of their daily work routine. To find the right information online, Web search engines are the tools of their choice. Apart from finding facts, people use Web search engines to also execute rather complex and time consuming search tasks. So far search engines follow the one-for-all approach to serve its users and little is known about the impact of gender and age on people's Web search behavior. In this article we present a study that examines (1) how female and male web users carry out simple and complex search tasks and what are the differences between the two user groups, and (2) how the age of the users impacts their search performance. The laboratory study was done with 56 ordinary people each carrying out 12 search tasks. Our findings confirm that age impacts behavior and search performance significantly, while gender influences were smaller than expected.Comment: 10 page

Veebi otsingumootorid ja vajadus keeruka informatsiooni järele

Väitekirja elektrooniline versioon ei sisalda publikatsioone.Veebi otsingumootorid on muutunud põhiliseks teabe hankimise vahenditeks internetist. Koos otsingumootorite kasvava populaarsusega on nende kasutusala kasvanud lihtsailt päringuilt vajaduseni küllaltki keeruka informatsiooni otsingu järele. Samas on ka akadeemiline huvi otsingu vastu hakanud liikuma lihtpäringute analüüsilt märksa keerukamate tegevuste suunas, mis hõlmavad ka pikemaid ajaraame. Praegused otsinguvahendid ei toeta selliseid tegevusi niivõrd hästi nagu lihtpäringute juhtu. Eriti kehtib see toe osas koondada mitme päringu tulemusi kokku sünteesides erinevate lihtotsingute tulemusi ühte uude dokumenti. Selline lähenemine on alles algfaasis ja ning motiveerib uurijaid arendama vastavaid vahendeid toetamaks taolisi informatsiooniotsingu ülesandeid. Käesolevas dissertatsioonis esitatakse rida uurimistulemusi eesmärgiga muuta keeruliste otsingute tuge paremaks kasutades tänapäevaseid otsingumootoreid. Alameesmärkideks olid: (a) arendada välja keeruliste otsingute mudel, (b) mõõdikute loomine kompleksotsingute mudelile, (c) eristada kompleksotsingu ülesandeid lihtotsingutest ning teha kindlaks, kas neid on võimalik mõõta leides ühtlasi lihtsaid mõõdikuid kirjeldamaks nende keerukust, (d) analüüsida, kui erinevalt kasutajad käituvad sooritades keerukaid otsinguülesandeid kasutades veebi otsingumootoreid, (e) uurida korrelatsiooni inimeste tava-veebikasutustavade ja nende otsingutulemuslikkuse vahel, (f) kuidas inimestel läheb eelhinnates otsinguülesande raskusastet ja vajaminevat jõupingutust ning (g) milline on soo ja vanuse mõju otsingu tulemuslikkusele. Keeruka veebiotsingu ülesanded jaotatakse edukalt kolmeastmeliseks protsessiks. Esitatakse sellise protsessi mudel; seda protsessi on ühtlasi võimalik ka mõõta. Edasi näidatakse kompleksotsingu loomupäraseid omadusi, mis teevad selle eristatavaks lihtsamatest juhtudest ning näidatakse ära katsemeetod sooritamaks kompleksotsingu kasutaja-uuringuid. Demonstreeritakse põhilisi samme raamistiku “Search-Logger” (eelmainitud metodoloogia tehnilise teostuse) rakendamisel kasutaja-uuringutes. Esitatakse sellisel viisil teostatud uuringute tulemused. Lõpuks esitatakse ATMS meetodi realisatsioon ja rakendamine parandamaks kompleksotsingu vajaduste tuge kaasaegsetes otsingumootorites.Search engines have become the means for searching information on the Internet. Along with the increasing popularity of these search tools, the areas of their application have grown from simple look-up to rather complex information needs. Also the academic interest in search has started to shift from analyzing simple query and response patterns to examining more sophisticated activities covering longer time spans. Current search tools do not support those activities as well as they do in the case of simple look-up tasks. Especially the support for aggregating search results from multiple search-queries, taking into account discoveries made and synthesizing them into a newly compiled document is only at the beginning and motivates researchers to develop new tools for supporting those information seeking tasks. In this dissertation I present the results of empirical research with the focus on evaluating search engines and developing a theoretical model of the complex search process that can be used to better support this special kind of search with existing search tools. It is not the goal of the thesis to implement a new search technology. Therefore performance benchmarks against established systems such as question answering systems are not part of this thesis. I present a model that decomposes complex Web search tasks into a measurable, three-step process. I show the innate characteristics of complex search tasks that make them distinguishable from their less complex counterparts and showcase an experimentation method to carry out complex search related user studies. I demonstrate the main steps taken during the development and implementation of the Search-Logger study framework (the technical manifestation of the aforementioned method) to carry our search user studies. I present the results of user studies carried out with this approach. Finally I present development and application of the ATMS (awareness-task-monitor-share) model to improve the support for complex search needs in current Web search engines

An Empirical Investigation On Search Engine Ad Disclosure

This representative study of German search engine users (N=1,000) focuses on the ability of users to distinguish between organic results and advertisements on Google results pages. We combine questions about Google's business with task-based studies in which users were asked to distinguish between ads and organic results in screenshots of results pages. We find that only a small percentage of users is able to reliably distinguish between ads and organic results, and that user knowledge of Google's business model is very limited. We conclude that ads are insufficiently labelled as such, and that many users may click on ads assuming that they are selecting organic results

“Online Or Offline, What Do You Prefer?” Pre-Test of Measurement Scales for Empirical Analysis

In times of increasing globalization and the continuing growth of internet-based processes and services, it becomes necessary to study emerging phenomena such as user resistance from a novel theoretical perspective. In this paper, we develop measurement instruments to empirically analyze and test why different process participants use or do not use this process in a virtual environment, and why different types of people perceive a virtualized process as useful or usable. We are interested in why people reject or use virtual processes. In order to verify the rejection of virtual processes, we base our research on user resistance and we examine Process Virtualization Theory, service quality and user satisfaction and their impact on attitude towards user resistance. Therefore we conducted a pre-test in the form of an online-survey with 90 participants. The aim of this pretest is to validate our measurement instruments and to get an early understanding of construct validity

Re-examining and re-conceptualising enterprise search and discovery capability: towards a model for the factors and generative mechanisms for search task outcomes.

Many organizations are trying to re-create the Google experience, to find and exploit their own corporate information. However, there is evidence that finding information in the workplace using search engine technology has remained difficult, with socio-technical elements largely neglected in the literature. Explication of the factors and generative mechanisms (ultimate causes) to effective search task outcomes (user satisfaction, search task performance and serendipitous encountering) may provide a first step in making improvements. A transdisciplinary (holistic) lens was applied to Enterprise Search and Discovery capability, combining critical realism and activity theory with complexity theories to one of the worlds largest corporations. Data collection included an in-situ exploratory search experiment with 26 participants, focus groups with 53 participants and interviews with 87 business professionals. Thousands of user feedback comments and search transactions were analysed. Transferability of findings was assessed through interviews with eight industry informants and ten organizations from a range of industries. A wide range of informational needs were identified for search filters, including a need to be intrigued. Search term word co-occurrence algorithms facilitated serendipity to a greater extent than existing methods deployed in the organization surveyed. No association was found between user satisfaction (or self assessed search expertise) with search task performance and overall performance was poor, although most participants had been satisfied with their performance. Eighteen factors were identified that influence search task outcomes ranging from user and task factors, informational and technological artefacts, through to a wide range of organizational norms. Modality Theory (Cybersearch culture, Simplicity and Loss Aversion bias) was developed to explain the study observations. This proposes that at all organizational levels there are tendencies for reductionist (unimodal) mind-sets towards search capability leading to fixes that fail. The factors and mechanisms were identified in other industry organizations suggesting some theory generalizability. This is the first socio-technical analysis of Enterprise Search and Discovery capability. The findings challenge existing orthodoxy, such as the criticality of search literacy (agency) which has been neglected in the practitioner literature in favour of structure. The resulting multifactorial causal model and strategic framework for improvement present opportunities to update existing academic models in the IR, LIS and IS literature, such as the DeLone and McLean model for information system success. There are encouraging signs that Modality Theory may enable a reconfiguration of organizational mind-sets that could transform search task outcomes and ultimately business performance

Impact of gender and age on performing search tasks online

Unknow