INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

Information Seeker: Using Amazon for Research and Purchase Jayme Johnson Emporia State University

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

Information Seeker: Using Amazon for Research and Purchase In order to better understand the role of and the processes used by information seekers, an interview was conducted with a subject that had recently been involved in some type of information search. My interviewee was someone I had known had conducted a search for information recently. The questions given to my subject were designed to identify the processes used to search, ascertain the need that prompted the search, examine the feelings of the participant, and to identify the conditions used in the search. Once the interview was concluded the interviewees search was examined by comparing to models of information behavior (Case, 2007, Chapter 6). My subjects search began with the need to purchase several items for upcoming birthdays in her family. She was looking for gifts for two different people; her mother and her brother. At the beginning of the search she had one specific item for purchase in mind. It was a CD that she saw reviewed on the television program CBS Sunday Morning. For the other gifts she had a general idea of wanted to purchase but no specific items in mind. Her search began and ended with Amazon.com, the on-line retailer. Through the subsequent interview and my examination of how the models fit with her specific search, I will examine how her process of information gathering was accomplished, how her results affected how and what she purchased, her satisfaction with the process, and how a professional could have helped in making the search more efficient. The two models that I will use to examine the interviewees search is the Savolainen model first published in 2005 and which is model that primarily focuses non-work activities (Case, 130; see Figure 1). This model includes various social and cultural examples that will

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

help explore the reason behind this particular search. The second model used will actually be broken down into two parts: Wilsons first (Case 123; see Figure 2) and second model and how they relate to each other and help to understand this individuals search process (Case 136; see Figure 3). Models Savolainen The Savolainen model (see Figure 1) is based primarily on the search processes that effect important choices of everyday life. Unlike several of the other models discussed (Case, Chapter 6) which could be more valuable for business or work-related research, the Savolainen model takes daily activities and personal attributes into account. Unlike other models on search processes, the Savolainen model looks to combine all aspects of daily life (work, personal) into a model that ultimately interested in the mastery of life (Case, 132). For my interviewee, her search was prompted by a personal need, birthday presents for family members. Her past search experiences provided a quick solution to looking for the needed items and although she only knew of one particular item that she wanted, she also knew that the Amazon.com site would allow her to browse titles that would be similar to the CD that she needed. And the site did help her find 3 other CDs that matched her needs. Using the Savolainen model, taking personal needs into account is easy. One thing that is very easy to relate to this model is the lack of time; the subject said that since the birthdays were close, she needed the items as soon as possible. She believed that finding them via Amazon.com provided a quick way to shop for all the items that she needed without having to go to the store and risk not being able to find the right items in time. She used this deadline and weighed the value of cost, getting the

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

items in time and the desire to find a specific CD and decided that her best option was to do a search of Amazon. Wilson (1996) Wilsons second model is similar to Savolainens in the fact that it is useful in non-work related search patterns but where Savolainens model tends to be more sociological in nature (Case, 130), Wilsons model is more psychological. The second Wilson model (see Figure 2) focuses primarily on activating mechanisms that effect the search, influences such as; psychological predispositions, demographic backgrounds, social role, environmental variables, and characteristics of the source (Case, 137). In addition to these different aspects, the Wilson model also takes into account the type of searcher the person is; passive, active, etc. This model works very well in examining my subjects search for information. After figuring out what she needed to fulfill those social requirements (i.e. giving gifts), my subject used several of the factors indicated in the Wilson model to format her search, mostly likely unconsciously. For the environmental factors and the resource characteristics, she was influence by the lack of choice in the home town and by the need to obtain the objects required quickly. Since she was comfortable using an online site for purchasing items and with her ability to search for the items in this way, she was able to be more selective in purchasing. As for another variable, demographic background, my subject is middle class with open access to many different types of technology so she is invariably more comfortable ordering and searching through on-line stores for objects to purchase. Wilson (1981) In comparison, I thought it would be wise to look at Wilsons first model (see Figure 3) published in 1981, to see how the changes in the field of library sciences has effected the way the

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

models were created. While similar to the second version mentioned above, there is one major portion of the model that is absent, that is, the personal preferences of the information seeker and the credibility and characteristics (web vs. journal vs. book) of the source used. The model is relatively basic when examined in comparison to the other more complex Savolainen model. The basic diagram moves from need, to search, to success or failure and then use of said information. D.O. Case notes that it is interesting that the failure of the search does not lead back to the need, instead it ends, suggesting that the model is somewhat incomplete (Case, 124). In any case, it is obvious that the second model from Wilson published in 1996 makes large improvements on the original work. Results Through speaking with my interviewee I realized that although she seemed familiar with Amazon.com and she ultimately did find and receive the items she was searching for, help from a professional may have been beneficial to her search. While familiar with the internet, she was only comfortable with ordering off of Amazon.com when working on her own since she did not have any experience ordering from other sites. This led to a few complications, while the majority of the searching via Amazon.com went smoothing, according to her, when it came time to order she had issues. The one CD that she specifically needed wasnt able to be shipped until a later date than all the rest of the items. So instead of receiving the items on time but in separate shipments, she received all the items at a date that was unacceptable (i.e. after the birthdays had past). I propose that she would have been helped by a professional. The search, while a personal one and not one that would be considered for educational purposes, would be improved by the introduction of someone that it more familiar with not only technology but with

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

information seeking as well. In this case, I believe that digital reference skills would have helped my information seeker in her research. If my subject had access to some that would be able to answer her questions about research a release date on the CD that she wanted and that would be able to help her navigate through the Amazon.com shipping policy, my information seeker may have been able to get all of her products on time. As referenced in the Oakleaf and VanScoy (2010) article there are several different strategies and methods that could have been employed to help my subject not only feel more comfortable ordering but also to help her sort of the intricacies of shopping online. Since her main issue was shipping, an online informational professional could have helped her understand the shipping policies and how to ship all the items to receive them on time. In this case, just separating them to be shipped individually would have solved the problem without adding to shipping costs. Ultimately, the search was successful. The subject found and received all the objects she was looking for but she did have few minor setbacks that could have been solved if an informational professional was available for her. The models that I have used to analyze this search were useful, each in their own distinct way. The Savolainen and Wilson Second model are much more adept at looking at the intricacies of personal search patterns. While the original Wilson model is still useful but outdated due to technology and theory involving personal involvement of the searcher in the information seeking process.

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

References Case, D. O. (2007). Looking for information: A survey of research on information seeking, needs, and behavior. 2nd ed. Wagon Lane, Bingley, UK: Emerald Group Publishing Limited. Kuhlthau, C. C. (2004). Seeking meaning: A process approach to library and information services. 2nd ed. Westport, CN: Libraries Unlimited. Oakleaf, M., & Vanscoy, A. (2010). Instructional Strategies for Digital Reference: Methods to Facilitate Student Learning. Reference & User Services Quarterly, 49(4), 380-90.

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

Figure 1: Savolainens model. Adapted from Looking for information: A survey of research on information seeking, needs, and behavior. By D.O. Case, 2007, 2nd ed., p. 130. Copyright 2008 Emerald Group Publishing Limited.

INFORMATION SEEKER: USING AMAZON FOR RESEARCH AND PURCHASE

Figure 2: Wilsons first model originally published in 1981. Adapted from Looking for information: A survey of research on information seeking, needs, and behavior. By D.O. Case, 2007, 2nd ed., p. 123. Copyright 2008 Emerald Group Publishing Limited.

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Figure 3. Wilsons second model published in 1999. Adapted from Looking for information: A survey of research on information seeking, needs, and behavior. By D.O. Case, 2007, 2nd ed., p. 136. Copyright 2008 Emerald Group Publishing Limited.