Consumer web search behaviour: diagrammatic illustration of wayfinding on the web

External information search behaviour has long been of interest to consumer researchers. Experimental and post hoc survey research methodologies have typically used a large number of variables to record search activity. However, as these are usually considered in aggregate, there is little opportunity for the researcher to overview the search style of a consumer. To date, the diagrammatic illustration of search behaviour has been limited to experimental environments in which the available information was strictly bounded, for example, within databases or when information display boards have been used. This paper, which focuses largely on inter-site world wide web (WWW) search behaviour, discusses web search paradigms and the variables used to capture WWW search. It also provides a conceptual framework for the representation of external information search behaviour in diagrammatic form. The technique offers researchers an opportunity to holistically interpret information search data and search styles. The benefits include the identification of particular search styles, more precise interpretation of web search activity numeric data and the potential application for the training of web users to improve their search effectiveness. (C) 2000 Academic Press.