Identifying Web Information Search Behavior Patterns Based on Users' Mental Models with an Emphasis on Knowledge Gap Theory (Case Study: Graduate Students in Various Fields of Science)
Keywords:
Information seeking behavior, mental model, knowledge gap theory, web, graduate students, log file analysisAbstract
Objective: The present study aimed to identify Web information search behavior patterns based on users' mental models and with an emphasis on knowledge gap theory among graduate students. The main objective was to investigate how cognitive structures (mental models) and prior knowledge level (degree) affect users' search efficiency and strategies in the web environment.
Methodology: This study is applied in terms of its purpose and is a mixed (mixed) exploratory design in terms of its implementation method.The statistical population consisted of postgraduate students in six scientific fields (humanities, basic sciences, medicine, agriculture, technical and engineering, and arts), from which 50 people (25 master's students and 25 doctoral students) were selected through purposive sampling. The data collection tools included the "researcher-made questionnaire for measuring mental models" and "observing search behavior" in two simple and difficult tasks, the process of which was recorded by event recording software (Camtasia) and coded by the method of content analysis of log files. Findings: The results showed that 56% of users have an "average" mental model, 24% have a "weak" mental model, and only 20% have a "strong" mental model of the structure of the web and search engines.Statistical analyses (ANOVA) revealed a significant difference in search efficiency indicators, with users with a strong mental model completing tasks in a shorter time and with fewer keywords. Also, comparing the two academic groups confirmed the existence of a knowledge gap; PhD students, due to their higher prior knowledge, used specialized databases and advanced operators significantly more often. Based on the qualitative analysis of search paths, two distinct behavioral patterns were identified: 1. The “linear-exploratory pattern” (specific to users with a weak mental model) which is associated with dependence on general engines and frequent returns; and 2. The “structured-parallel pattern” (specific to users with a strong mental model) which is characterized by parallel processing of information in multiple tabs and rapid evaluation of resources.Conclusion: The findings show that mere access to technology does not guarantee equal exploitation of information and that the “mental model” as a cognitive filter plays a decisive role in search behavior. Also, the traditional knowledge gap (based on education) is reproduced in the digital environment and students with lower levels and incomplete mental models are exposed to information confusion. A review of information literacy education with a focus on correcting mental models is proposed as the main solution.
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Copyright (c) 2026 Sokaineh Falsafin (Author); Nadjla Hariri; Yaghoub Norouzi, Fahimeh Babalhavaeji, Dariush Matlabi (Author)
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