A grounded theory of World Wide Web search behaviour
Muylle, Steve Moenaert, Rudy Despontin, Marc
Muylle, Steve
Moenaert, Rudy
Despontin, Marc
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Publication Type
Journal article
Editor
Supervisor
Publication Year
1999-01
Journal
Journal of Marketing Communications
Book
Publication Volume
5
Publication Issue
3
Publication Begin page
143
Publication End page
155
Publication Number of pages
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Abstract
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.
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Keywords
35 Commerce, Management, Tourism and Services, 3503 Business Systems In Context, 3506 Marketing