This study, sponsored by the National Science Council in Taiwan, investigated
the information behavior of online bookstore users through multiple methods. Online
questionnaire, observation in an experimental section and following a
semi-structured interview, were employed respectively to explore Web users' Internet
use and purchasing behavior in general, and information seeking and browsing behavior
in particular, during their visit to a chosen online bookstore. The research results
show that information behaviors of online bookstore visitors are influenced by a
number of factors, and are varied in terms of motivation, expectation and reasons
for the gap between expectation and what were actually experienced on the Website.
Suggestions are made about system design and future research.