Research on Internet Behaviour
In this project we are interested in the how of internet use and the operationalization and validation of so called modes of internet use - strategies that users adopt to deal with the amount of information online.
Modes of internet use also have a high practical benefit because they can serve as useful criteria for the segmentation of target groups. Knowledge about the how of internet use allows for better decision making when designing and structuring online content for specific audiences.
Theoretical background
Suckfüll (2004) defines the construct modes of internet use as interplay of a dynamic reception- and using process, an interrelatedness of medium and user and an impact of the situational context. Modes refer to the HOW of internet use, i.e. user behaviour and overall strategies. The observation of specific modes could serve as an indicator for target groups and allows conclusions about online design.
Suckfüll, M. (2004). Rezeptionsmodalitäten- Ein integratives Konstukt für die Medienwirkungsforschung. München: Reinhard Fischer.
Methodological strategy
We pursue a successive research strategy, called interplay of theory and data.
think aloud study > retrieval tasks > formulating 150 items > selection of 70 items > online-survey - 374 participants - five point rating scale
Empirical results
Project from: Monika Suckfüll, Flavia Bleuel, Michael Scharkow
Title: Modes of Internet Use (MIU)
Type of Project: Research Project
Period: 2007 / 08