Analysis of Researcher's Information Searching Behavior Based on Verbal/ Imagery Cognitive Styles on Web

The purpose of this study is to investigate the effects of verbal and imagery cognitive styles on information searching behavior of users in using the Web. Applied and mixed method was used in this study. Forty-four participants، including academic staff from Iranian universities and research centers were recruited for this study. Participants’ cognitive style was measured by using Riding Cognitive Style Analysis test. Two search tasks were designed based on Kim’s search task definitions. An individual lab session was arranged and then each participant’s memos were analyzed using a constructive observation approach. 48 strategies in 4 categories were identified: search initiation behaviors، formulating search queries، search conducting behaviors، and information processing behaviors. It was found that there were relations between users’ cognitive styles and information searching behavior. The participants varied in their selection of search initiation behaviors so that imagers suffered from more varied initial behavior than verbalizers. Verbalizers tended to search in narrow area then broadening the area and follow structured conduction and reading behavior to process information، while imagers tended to search in general area then narrowing down the search and adopt mix conductional styles and mixed behavior to process information. Results showed that both descriptively and statistically there were significant difference between information searching behavior of imagers and verbalizers، so that verbalizers used more strategies than imagers. Findings noted that verbalizers spent more time than imagers for completing tasks، whereas imagers tended to visit more nodes than did the verbalizers. Significant interaction was found between types of search task in number of nodes visited and time spent in retrieving information، but statistically there was no significant difference between cognitive styles، and between types of search task and cognitive styles in number of nodes visited and time spent in retrieving information. The study provides new understanding of Web users’ information search behavior based on cognitive styles which contributes to the theoretical basis of Web search research. It also raises various questions within the context of user studies. The paper adopted a qualitative approach in the area of information searching on the Web which is mainly dominated by research methods.