An integrative model of “information visibility” and “information seeking” on the web

This paper aims to encapsulate the main procedure and key findings of a qualitative research on end‐users' interactions with web‐based search tools in order to demonstrate how the concept of “information visibility” emerged and how an integrative model of information visibility and information seeking on the web was constructed.

The study was formed of three parts. The first looked at conceptions of the Invisible Web; the second explored conceptualisations of the causes of search success/failure; the third organised the findings of parts 1 and 2 into a series of theoretical frameworks. Data collection was carried out in three phases based on interviews with a sample of biologists.

The first part led to the development of a model of information visibility which suggests a complementary definition for the Invisible Web. The results also showed the participants were aware of the possibility that they had missed some relevant information in their searches. However, perceptions of the importance and the volume of missed information varied, so users reacted differently to the possibility that they were missing information. The third part indicated the “Locus of Control” and “Attribution Theory” that can help us to better understand web‐based information seeking patterns. Moreover, “Bounded Rationality” and “Satisficing Theory” supported the inductive findings and showed that users' estimates of the likely volume and importance of missed information affect their decision to persist in searching.

The study creates new understanding of web users' information seeking behaviour which contributes to the theoretical basis of web search research. It also raises various questions within the context of library and information science practice to know whether, and if so how, we can assist end‐users to develop more efficient search strategies and satisfactory approaches.

The research adopted a combination of inductive‐deductive methods with a qualitative approach in the area of information seeking on the web which is mainly dominated by quantitative studies.