Environmental Context of Information Seeking Behavior

Most current models of information seeking behavior (ISB) do not explicitly address the effects of the environmental context on ISB. Wilson (1996) identified several intervening variables, but these have not been systematically considered. This chapter explores the use of the Katz, Levin and Hamilton (1963) model of diffusion of innovations to provide a framework for examining the various elements of an environmental context. In particular, this model provides the means to account for the cultural, social, communicative, and actor components of ISB. The model is described and its use as a supplementing analytic framework in ISB is examined, paying particular attention to its use in research in developing nations.