Studi tentang keputusan individu menghentikan pencarian di internet pada tugas yang kompleks

KUNTADI, Hilmawan Andi, Dr. Hargo Utomo, MBA., M.Com

2008 | Tesis | S2 Manajemen

Tujuan penelitian ini adalah meneliti pengaruh kompleksitas tugas terhadap aturan kognitif penghentian pencarian informasi secara online. Metode penelitian yang digunakan adalah eksperimen. Partisipan adalah mahasiswa MSi dan berjumlah 30 orang. Jawaban para partisipan dikodekan oleh tiga orang pengkode menggunakan directed content analysis. Order effects pemberian tugas diuji dengan uji Cochran’s Q. Hipotesis diuji dengan Binomial test of significance. Hasil penelitian ini adalah kompleksitas tugas memiliki pengaruh terhadap aturan kognitif penghentian pencarian informasi secara online. Pada tugas yang memiliki kompleksitas rendah, partisipan menggunakan aturan penghentian mental list dan single criterion. Sedangkan pada tugas dengan kompleksitas tinggi, partisipan menggunakan aturan penghentian magnitude treshold dan representational stability.

Very little is known about why people stop searching for information online. This research is aimed at verifying cognitive stopping rules that had been mapped by Nickles et al., and Browne et al. Cognitive stopping rules are mental list, single criterion, magnitude threshold, and representational stability. This is an experimental research conducted on 30 graduate students. They were asked to do three tasks that consist of least complex task and complex task. Three coders unfamiliar with the purposes of this research were asked to code participants’ answers into one of the four cognitive stopping rules or an “other” category using descriptions of the categories. Cochran’s Q, and Binomial Test of Significance were used to test the hypotheses. The research findings show that when faced with least complex task, participants tend to use mental list or single criterion stopping rules. On the other hand, when faced with complex task, participants tend to use magnitude threshold or representational stability stopping rules. These findings show that participants use different stopping rules when terminating search and stopping rule used depends on the complexity of the task. Implications for online information search theory and practice are discussed.

Kata Kunci : Pencarian informasi,Aturan kognitif penghentian,Perilaku pencarian online,Pembuatan keputusan,Kompleksitas tugas, Information search, cognitive stopping rules, online search behavior, decision making, task complexity