基于HSM的移动互联网用户信息搜索行为研究

Under mobile Internet environment, mobile search behavior has its own characteristics and regulations due to the different technologies, mobile devices, situational factors and so on. Building on Heuristic-Systematic Model (HSM), this project proposes to study the models and influencing factors of mobile Internet users’ information search behavior, enjoying significant theoretical values and practical implications. Specifically, this project would crystallize heuristic and systematic characteristics of mobile search behaviors through large-scale survey and tracing information search behaviors on the mobile Internet; would identify heuristic and systematic model of mobile search behaviors and analyze the decisive role of information needs and search capabilities; would investigate the antecedents and build the theoretical model of heuristic and systematic mobile search behavior using the grounded theory and meta-analysis method; would reveal the influencing mechanisms and change rules of heuristic and systematic mobile search behaviors using the methods of structural equation modeling, experiments and questionaire survey; would compare means difference perceived by different group of users regarding the two kinds of mobile search behaviors and their influencing factors through ANOVA (Analysis of Variance) and other methods; would finally put forward optimizing strategies oriented to mobile Internet users’ information search behavior accordingly.

移动互联网环境下的信息搜索行为因技术条件、终端设备及情境因素等差异而呈现出不同以往的新特征与新规律。本项目以启发式-系统式模型为理论背景研究移动互联网用户信息搜索行为模式与影响机制，具有重要的理论价值和现实意义。主要研究内容包括：广泛调研和跟踪分析我国移动互联网用户信息搜索行为现状，总结移动搜索的启发式与系统式行为特征；通过情境实验识别启发式和系统式搜索行为模式，探究决定移动搜索行为模式的信息需求与搜索能力因素；通过扎根理论和元分析方法探讨两种搜索行为的前置动因，构建启发式与系统式搜索行为的理论模型；利用结构方程模型、实验和问卷调查方法研究启发式和系统式搜索行为的影响机制与变化规律；通过方差分析等比较不同类型用户对两种搜索行为及影响的感知差异，针对性地提出行为优化策略。

在移动互联网时代，以移动搜索为主的信息获取逐渐成为移动互联网的主流应用，用户规模日益扩大。本项目通过问卷和深度访谈了解移动互联网用户信息搜索行为现状，分析移动搜索的启发式和系统式行为特征；利用情境实验界定移动互联网用户信息搜索行为模式；揭示移动互联网用户信息搜索行为的影响机制；探讨移动互联网用户信息搜索行为的感知差异性及优化策略。在研究过程中，根据研究需要，增加使用信息计量学方法，对国内外信息搜索研究进展及趋势分析，总结移动信息搜索行为研究、学术信息搜索行为研究、HSM在信息行为领域的应用研究等内容。在重要学术期刊及会议上发表论文8篇，培养硕士研究生14名。