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This paper develops a model of consumer Web search behavior. The model is derived from consumer external information search behavior models and also those relating to search behavior in physical and hypertext environments. Personal demographic and behavioral variables, which have been found to affect search behavior in conventional consumer information environments, are also discussed. Some of the unique features of the Web search environment are identified and the navigational skills required of Web searching consumers are considered. The relevance of personal Web skill and experience variables is also reviewed. A taxonomy of Web search actions is proposed as the basis for recording Web search behavior. The outcomes of information search behavior are discussed from decision-making and affective viewpoints. The variables discussed are then combined into a proposed model of Web search behavior and a research agenda detailed.
Hodkinson et al. (Wed,) studied this question.