Skip to main content
padlock icon - secure page this page is secure

A grounded theory of World Wide Web search behaviour

Buy Article:

$54.00 + tax (Refund Policy)

The behaviours and underlying motivations of consumers and business people surfing the World Wide Web (WWW) are presently not well understood. Furthermore, until now no empirical studies have offered any scientifically sound guidance to marketing communication strategists as to using this interactive medium. Therefore, the authors have conducted an exploratory multiple-case study of this interactive behaviour and its underlying motivations. Consumers and business people were observed unobtrusively while navigating the WWW. During a retrospective in-depth interview, the underlying motivations were probed and the respondent was confronted with video images of his/her own navigation behaviour. The analysis and interpretation of these two sources of data resulted in the development of a grounded theory of search and surf behaviour on the WWW by linking the behaviour and motivations with the visited websites. The following five behavioural search scenarios were discovered from the data: exploratory surfing, window surfing, evolved surfing, bounded navigation and targeted navigation. Marketing guidelines are outlined allowing the marketing communication strategist to enhance the effectiveness of the company's website.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: September 1, 1999

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more