Abstract

The purpose of this research was to conduct an exploratory investigation into how individuals use the World Wide Web (also known as the "Web"). Specifically, the study examined Web users' information search behavior; their motivations behind using the Web and their preferences for certain Web sites; as well as the effects of the Web on their consumption of traditional media. In order to investigate the above issues, the study draws upon theoretical research in such areas as external memory and hotlists (Coupey, 1996; Hoffman and Novak, 1996); consideration sets (Schmidt and Spreng, 1996); the consumer information search process (Punj and Staelin, 1983); instrumental and ritualized media orientations (Rubin, 1984; 1993); and the Web's effects on the use of traditional media (Georgia Tech Research. Corporation, 1996a; 1996b). To conduct this qualitative analysis of Web use, behaviors, and motivations, relationships were proposed and telephone interviews were used to solicit responses. The interview transcripts were studied in detail, respondents' comments, feelings, and opinions were gathered, while tables and matrices were developed to systematically analyze the data. Findings indicated that some relationships investigated were found to exist. Specifically, Web users tend to add a site to their hotlists when they expect to return to the site and when the site serves their specific interest(s). Results also showed that a negative relationship exists between Web use and the traditional media vehicles investigated, namely, television, newspapers, and magazines