Navigational Structures and Information Selection Goals: A Closer Look at Online Selectivity |
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| Authors: | Stephanie Edgerly Emily K Vraga Bryan McLaughlin German Alvarez JungHwan Yang Young Mie Kim |
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| Institution: | 1. Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University;2. Department of Communication at George Mason University;3. Department of Advertising at Texas Tech University;4. School of Journalism and Mass Communication at the University of Wisconsin-Madison;5. Journalism and Mass Communication at the University of Wisconsin-Madison |
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| Abstract: | Using an experimental design coupled with Web-tracking technology, this study explores 2 factors that influence levels of congruent information gathering online. The first factor compares the navigational structure of 2 distinct Web pages—the more open, user-directed search engine versus the organized, assembled structure of a portal Web page. The second factor tests the role of goals for information seeking—telling subjects they will soon engage in a discussion with another person who either disagrees with their viewpoint, agrees, is undecided, or no discussion treatment. Results indicate both experimental factors independently contribute to selectivity in online information seeking. |
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