Clarification of Wilson’s Model of Information Consumer Behavior Ap-proach: Effect of Demographic and Personality Traits on the Information Needs of Mobile Phone Clienteles

The purpose of the present research is to implement a part of Wilsonchr('39')s model of information behavior to approach consumer behavior. Therefore effect of personality and demographic characteristics were assessed on the information needs of mobile phone customers.

This is a descriptive correlational survey research. Instruments applied were Rammstedt & Johnchr('39')s Personality questionnaire and a researcher made questionnaire. Population consisted of Tehranchr('39')s main mobile center customers. Sample selected was 384 Mobile customers.   Hypotheses were  tested by  t- test, Spearman correlation, multivariate regression and Pearson correlation.

Findings for personality  traits reveal that: The effects of four variables including agreeableness, conscientiousness, neuroticism and openness on information needs have been confirmed and concerning the variable of extroversion, the null hypothesis has been confirmed. The demographic data showed that age, income and gender have an influence on information needs. Also, findings related to the variable of education, confirmed the significant relation of this variable with brand conscious.

In addition to highlighting the link between two areas of information behavior and consumer behavior, the research confirmed the relationship and effectiveness of the two intervening variables in Wilsonchr('39')s information behavior model with information needs.