온라인 정보 검색의 예측요인: 이용자 요인과 미디어 요인을 중심으로

Abstract

Information search on the Internet may vary by user factors as well as media factors. User factors include demographic and personality characteristics, while media factors include exposure to other traditional media (e.g., television, audio media, and print media) and multitasking (television-Internet, audio media-Internet, and print media-Internet). Among user factors, education and need for cognition were positive predictorsof news-related search. With regard to media factors, print media use was a positive predictor of news-related search and product-related search, print media-Internet multitasking was a positive predictor of news-related search, and audio media-Internet multitasking was a positive predictor of product-related search.