A proposed general model of information behaviour.
The results of the research into managers’ information behaviour showed that Wilson’s 1996 model is not suitable to describe this numerous category of information users, because it applies only to those who personally seek information, and this is not the predominant behaviour of managers. Since, most probably the managers are not the only group, which uses mediation of other people to such a big extent, it can be said that the model does not reflect the important information behaviour of a large groups of information users.
A new information behaviour model based on Wilson’s theoretical propositions
In the context of these comments, an attempt was made to modify the model so, in its content as well as graphically, it illustrates stages of information behaviour, and relationships, that can be observed in a process, in such a way that it can be applied to a broader, range of users. All components of Wilson’s model were preserved, even if some compressed into one type (e.g., demographic variables included in a category of personal variables). The new model remains general, but all its general concepts can be unfolded when necessary, to reveal in detail what are, in example, the environmental variables, what activating mechanisms can work, etc. Further research and theoretical work hopefully will fill in missing variables. The content of certain general categories of variables also should be discussed.
In a new model (Figure 2) the totality of information behaviour is submerged in a context, which consists of Wilson’s intervening variables (personal, role-related, and environmental). Such presentation of the relationship stresses the fact that these factors are always present and they influence the process at all its stages. The new model indicates also that the activating mechanisms can occur at each link of the chain of behaviour leading to acquiring and using information. The psychological theories explaining activating mechanisms were removed from the diagram not to negate or undermine their importance, but because they are part of the knowledge base behind the used concepts. The author thinks that it would be better to construct a ’shadow’ set of explanatory theories standing behind respective concepts, rather than introduce them as the components of the information behaviour cycle.
In the new model, a phase of the need occurrence is separated from a phase of making a decision to seek information, which follows Wilson’s comments and suggests that also at this stage the activating mechanisms can play a significant role. The phases of information seeking, selection/processing and information application also are separated, and the justification of this separation is the same: the importance of activating mechanisms in stopping or impelling the process. The cycle-like, dynamic character of the process, reflecting the necessary feedback loop, is preserved.
The model shows two basic strategies of information seeking:
A user seeks information personally, ora user uses the help or services of other people.
The figure indicates that a user can choose one, the other, or both of the strategies. A fully independent user applies his own knowledge, available sources and interacts with search systems and information services (uses databases, catalogues, archives, search-engines etc.). Such a rare user also selects and processes the acquired information personally. Probably much more often people use also various intermediaries and their services (information specialists, subordinates, co-workers), and utilize the effects of their information seeking and processing (we might call this person a semi-independent user). A user can also almost entirely depend upon intermediaries, and he or she acts independently only at the stage of mental processing of information. It was said ‘almost’ because economics of information behaviour probably makes an individual use sources that are at hand and appropriate without using a mediator. But essentially it is an intermediary who engages in systematic information activities: asking, seeking and searching, for this kind of user.
In the light of this research, it can be said that managers belong to the last category. They predominantly turn to the various intermediaries to obtain necessary data and evidence. This does not exclude the marginal use of other strategies, those applied by independent or semi-independent users, but shows the predominant behaviour. Identification of a predominant behaviour is very important for the design and organization of information systems for a particular category of users, and seems to be the first indispensable step of any research conducted into users’ behaviour and needs. Such identification allows defining the range and type of problems, which are to be taken into consideration while outlining the area of necessary research, or designing certain information services. For instance, in regard to the categories of persons who are not the end-users of information systems some investigations, such as learning about their search skills, or about specific cognitive processes taking place in their interaction with computerized systems, are not so important. Much more important would be finding out about their social interactions or communication skills.
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