Volume 6, Issue 2 (8-2019)
Human Information Interaction 2019, 6(2): 70-84 |
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Bigdeli Z, Akbari mahalekolaei M, Izadi A. 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. Human Information Interaction 2019; 6 (2)
URL: http://hii.khu.ac.ir/article-1-2788-en.html
URL: http://hii.khu.ac.ir/article-1-2788-en.html
Shahid Chamran University
Abstract: (3977 Views)
Background and Aim: The purpose of the present research is to implement a part of Wilson'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.
Methods: This is a descriptive correlational survey research. Instruments applied were Rammstedt & John's Personality questionnaire and a researcher made questionnaire. Population consisted of Tehran'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: 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.
Conclusion: 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 Wilson's information behavior model with information needs.
Methods: This is a descriptive correlational survey research. Instruments applied were Rammstedt & John's Personality questionnaire and a researcher made questionnaire. Population consisted of Tehran'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: 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.
Conclusion: 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 Wilson's information behavior model with information needs.
Keywords: Information behavior, consumer behavior, Personality, information needs, demographic characteristics, mobile phone market.
References
1. Ahmadi, H. and Yari, Sh. (2014), A Review on Information Seeking Behaviour Literature in Iran, information processing and management, 30 (1), 197-173. (Persian)
Azizi, Sh.; GhanbarzadehMirandehi, R.; Fakharmanesh, S. (2012), Collection of Marketing Questionnaires, Tehran: Saffar. (Persian)
Azizi, Sh.; Gharache, M.; Mirhashemi, E.S. (2013) Investigating And Comparing Consumer Decision Making Styles Among Working and Non-Working Females, New marketing research, 2 (9), 1-24. (Persian)
Bawden, D. (2009), Users, On user studies and Human Information Behavior: A Look at the Reflection of Tom Wilson's “On user studies and information needs” article during the past three decades, Translation by Reza Mokhtarpour, Library and Information Science, 12 (4), 203-185. (Persian)
Case, D.O. (2014) Looking for information: a survey of research on information seeking, needs, and behavior, Translation by Zahid Bigdeli and others, Ahvaz: Shahid Chamran University. (Persian)
Ganji, Sh.; Diani, M. H.; Foroughi, F. (2009), Information needs assessment and information seeking behavior of faculty members of Razi University of Kermanshah (2008), Library and Information Science, 12 (4), 73-96. (Persian)
Heinström, J. (2003) "Five personality dimensions and their influence on information behaviour" Information Research, 9(1) paper 165 [Available at http://InformationR.net/ir/9-1/paper165.html].
Jodzadeh, M.; Nadafh; M.; Darzian Azizi; A. and Hashemi; S.I. (2015); A Study of Personality Relationship with Consumer Behavior: A Case Study of Nokia Cell Phone Brand; Psychological Achievements, 22 (1), 245-268. (Persian)
Joker, A.R.; Khasseh, A.A. (2007). Information Resources as One of the Support Systems in E-Learning: Case Study of Shiraz University Students. Qurterly Journal of Research and Planing in Higher Education. 13 (1), 113-91. (Persian)
KarbalaAghaeiKamran, M.; RezaeiSharifAbadi, S. (2009), Information seeking behavior articles in Persian Journals between 1996 and 2009, Journal of Librarianship, 43 (50), 45 -69. (Persian)
Lin, Y., L. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of product & brand management, 4- 17.
Mahdavinia, M. (2002), Marketing Management (Analysis, Planning, Implementation and Control), Tehran: gerayesh. (Persian)
McCrae, R.R., & Costa,P.T.(1992). The structure of interpersonal traits: Wiggins’s circumplex and the five factor modle. Journal of personality and social psychology, 56,586-595.Journal of personality, 7 ,1141-1146.
Mohammadzadeh, A.; Najafi, M. (2010), Validation of the Five Big Scale-10: (BFI-10) A Very Short Five-Personality Pattern, Quarterly of Educational Measurement, 1(2), 129-117. (Persian)
Noushin Fard, F. (2010), Theories of information Behavior, ketab-e mah-e KOLLIYAT, 13 (2), 36-32. (Persian)
Rammstedt, B., John, O., P. (2007). Measuring personality in one minute or less: A 10-item short version of the Big Five Inventory in English and German. Journal of Research in Personality. 41: 203–212.
Sarvghad, C.; Rezaei, A.; and Fadayee, A. (2010) Relationship between Personality Characteristics and Coping Strategies and teachers' mental well-being, New Findings in Psychoanalysis, 5 (16) 39-23. (Persian)
Schiffman, Leaon; Kanuk, Leslie (2012), Consumer Behavior, Translation by Massoud Karami and Shahrzad Pirian, Tehran: Mehraban Publishing. (Persian)
Soheyli, F.; Khasseh, A. (2015), Historical Origins of Information Behavior Research by Reference Publication Year Spectroscopy, information processing and management, 31 (1), 28-3. (Persian)
Soheyli, F.; Valipour, F.; Zare, A. (2014), Investigating the four aspects of information behavior of Faculty members of Razi University in dealing with continuous information resources, Quarterly Journal of Knowledge and Information Management, 1 (2), 57 -75. (Persian)
Sproles, G. B., & Kendall, E. L. (1986). “A Methodology for Profiling Consumers Decision-Making Styles,” The Journal of Consumer Affairs, 20(2), 267-279.
TaherzadehMousavian, S.; Rajabi, Gh.; Bigdeli, Z. (2011) Investigating the Role of Factors Affecting Students' Information Behavior and the Relationship between Self-Efficacy and Their Information Behavior: Case Study of Khatam-ol-Anbia University of Behbahan, Studies on Library & Information Science, 3 (8), 99 -120. (Persian)
Waldman, M. (2003). Freshmen's use of library electronic resources and self-efficacy. Information Research. v 8, n 2. [Available at http://informationR.net.ir/8-2/paper150.html].
Wilson, T. D. (1999),"Models in information behav-iour research", Journal of Documentation, Vol. 55, N. 3, pp. 249 – 270.
Wilson, T. D. (2000). Human information behavior. Information Science, vol. 3, no. 2, pp. 49-56.
Wilson, T. D. (2007), Models in information behav-iour research, Translation by Maryam Asadi and Maryam Shekofteh, National studies on librarianship and information organization, 69, 268-243. (Persian)
YaminFirooz, M.; Davarpanah, M.R. (2005), Infor-mation needs, information seeking and modeling behavior, National studies on librarianship and information organization, 63, 132-123. (Persian)
YaminFirooz, M.; NooshinFard, F.; Siamian, H. (2012), The Concepts and Characteristics of Wil-son's Information Seeking Behavior Model: A Literature Review. Health Information Manage-ment, 9 (4), 579-567. (Persian)
Yousefi, A.; Bigdeli, Z.; Mokhberalsafa, L. (2017), Impact of Academic Degree on Researchers’ In-formation Seeking Behavior: Case of Razi Vac-cine and Serum Research Institute, Human In-formation Interaction, 4 (1). (Persian)
2. Ahmadi, H. and Yari, Sh. (2014), A Review on Information Seeking Behaviour Literature in Iran, information processing and management, 30 (1), 197-173. (Persian)
Azizi, Sh.; GhanbarzadehMirandehi, R.; Fakharmanesh, S. (2012), Collection of Marketing Questionnaires, Tehran: Saffar. (Persian)
Azizi, Sh.; Gharache, M.; Mirhashemi, E.S. (2013) Investigating And Comparing Consumer Decision Making Styles Among Working and Non-Working Females, New marketing research, 2 (9), 1-24. (Persian)
Bawden, D. (2009), Users, On user studies and Human Information Behavior: A Look at the Reflection of Tom Wilson's “On user studies and information needs” article during the past three decades, Translation by Reza Mokhtarpour, Library and Information Science, 12 (4), 203-185. (Persian)
Case, D.O. (2014) Looking for information: a survey of research on information seeking, needs, and behavior, Translation by Zahid Bigdeli and others, Ahvaz: Shahid Chamran University. (Persian)
Ganji, Sh.; Diani, M. H.; Foroughi, F. (2009), Information needs assessment and information seeking behavior of faculty members of Razi University of Kermanshah (2008), Library and Information Science, 12 (4), 73-96. (Persian)
Heinström, J. (2003) "Five personality dimensions and their influence on information behaviour" Information Research, 9(1) paper 165 [Available at http://InformationR.net/ir/9-1/paper165.html].
Jodzadeh, M.; Nadafh; M.; Darzian Azizi; A. and Hashemi; S.I. (2015); A Study of Personality Relationship with Consumer Behavior: A Case Study of Nokia Cell Phone Brand; Psychological Achievements, 22 (1), 245-268. (Persian)
Joker, A.R.; Khasseh, A.A. (2007). Information Resources as One of the Support Systems in E-Learning: Case Study of Shiraz University Students. Qurterly Journal of Research and Planing in Higher Education. 13 (1), 113-91. (Persian)
KarbalaAghaeiKamran, M.; RezaeiSharifAbadi, S. (2009), Information seeking behavior articles in Persian Journals between 1996 and 2009, Journal of Librarianship, 43 (50), 45 -69. (Persian)
Lin, Y., L. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of product & brand management, 4- 17.
Mahdavinia, M. (2002), Marketing Management (Analysis, Planning, Implementation and Control), Tehran: gerayesh. (Persian)
McCrae, R.R., & Costa,P.T.(1992). The structure of interpersonal traits: Wiggins’s circumplex and the five factor modle. Journal of personality and social psychology, 56,586-595.Journal of personality, 7 ,1141-1146.
Mohammadzadeh, A.; Najafi, M. (2010), Validation of the Five Big Scale-10: (BFI-10) A Very Short Five-Personality Pattern, Quarterly of Educational Measurement, 1(2), 129-117. (Persian)
Noushin Fard, F. (2010), Theories of information Behavior, ketab-e mah-e KOLLIYAT, 13 (2), 36-32. (Persian)
Rammstedt, B., John, O., P. (2007). Measuring personality in one minute or less: A 10-item short version of the Big Five Inventory in English and German. Journal of Research in Personality. 41: 203–212.
Sarvghad, C.; Rezaei, A.; and Fadayee, A. (2010) Relationship between Personality Characteristics and Coping Strategies and teachers' mental well-being, New Findings in Psychoanalysis, 5 (16) 39-23. (Persian)
Schiffman, Leaon; Kanuk, Leslie (2012), Consumer Behavior, Translation by Massoud Karami and Shahrzad Pirian, Tehran: Mehraban Publishing. (Persian)
Soheyli, F.; Khasseh, A. (2015), Historical Origins of Information Behavior Research by Reference Publication Year Spectroscopy, information processing and management, 31 (1), 28-3. (Persian)
Soheyli, F.; Valipour, F.; Zare, A. (2014), Investigating the four aspects of information behavior of Faculty members of Razi University in dealing with continuous information resources, Quarterly Journal of Knowledge and Information Management, 1 (2), 57 -75. (Persian)
Sproles, G. B., & Kendall, E. L. (1986). “A Methodology for Profiling Consumers Decision-Making Styles,” The Journal of Consumer Affairs, 20(2), 267-279.
TaherzadehMousavian, S.; Rajabi, Gh.; Bigdeli, Z. (2011) Investigating the Role of Factors Affecting Students' Information Behavior and the Relationship between Self-Efficacy and Their Information Behavior: Case Study of Khatam-ol-Anbia University of Behbahan, Studies on Library & Information Science, 3 (8), 99 -120. (Persian)
Waldman, M. (2003). Freshmen's use of library electronic resources and self-efficacy. Information Research. v 8, n 2. [Available at http://informationR.net.ir/8-2/paper150.html].
Wilson, T. D. (1999),"Models in information behav-iour research", Journal of Documentation, Vol. 55, N. 3, pp. 249 – 270.
Wilson, T. D. (2000). Human information behavior. Information Science, vol. 3, no. 2, pp. 49-56.
Wilson, T. D. (2007), Models in information behav-iour research, Translation by Maryam Asadi and Maryam Shekofteh, National studies on librarianship and information organization, 69, 268-243. (Persian)
YaminFirooz, M.; Davarpanah, M.R. (2005), Infor-mation needs, information seeking and modeling behavior, National studies on librarianship and information organization, 63, 132-123. (Persian)
YaminFirooz, M.; NooshinFard, F.; Siamian, H. (2012), The Concepts and Characteristics of Wil-son's Information Seeking Behavior Model: A Literature Review. Health Information Manage-ment, 9 (4), 579-567. (Persian)
Yousefi, A.; Bigdeli, Z.; Mokhberalsafa, L. (2017), Impact of Academic Degree on Researchers’ In-formation Seeking Behavior: Case of Razi Vac-cine and Serum Research Institute, Human In-formation Interaction, 4 (1). (Persian)
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