A01 chaf6542 06 se fm indd

searching behaviours

 according to 

the purpose of using the web: 

   

● 

   Directed   information-  seekers . Will be looking for product, market or leisure information. 

Th is type of user tends to be experienced in using the web and is profi cient in using search 

engines and directories.  

  

● 

   Undirected   information-  seekers . These are the users usually referred to as ‘surfers’, 

who like to browse and change sites by following hyperlinks. This group tends to be 

novice users (but not exclusively so) and they may be more likely to click on banner 

advertisements. The research in  Figure   9.6    suggests that this behaviour is now less 

common.  

  

● 

   Directed buyers . Th ese buyers are online to purchase specifi c products. For such users, 

brokers or intermediaries who compare product features and prices will be important 

locations to visit.  

  

● 

   Bargain hunters.  Th ese users want to use the off ers available from sales promotions such 

as free samples or prizes.  

  

● 

   Entertainment seekers.  Users looking to interact with the web for enjoyment through 

entering contests such as quizzes.   

 These different types of behaviour could be exhibited by the same person in different ses-

sions online, or, less likely, in the same session.