Dimensions of online behavior: Toward a user typology

Online behavior refers to organized (e.g., search) and unorganized (e.g., browse) interactions with both human (e.g., chat) and nonhuman (e.g., database) elements in online environments. The salient features of online behavior are conceptualized as sociability (human connection motives), utility (efficiency orientation), and reciprocity (cognitive stimulation and active involvement). Recently published factor analytic studies support the validity of these three dimensions of online behavior. The proposed Brief Test of Online Behavior (BTOB) contains five rating scale items that determine user position on each dimension of online behavior (i.e., 15 items in total). A typology of online behavior emerges as BTOB scores position users in the three-dimensional space created by the intersection of sociability, utility, and reciprocity. Subsequent research may validate the proposed dimensions of online behavior, establish practical applications of the BTOB, and connect type of user with cognitive, social, and emotional outcomes. For example, users who score high on sociability and reciprocity but low on utility may learn best in interactive and stimulating online environments, which necessarily include self-regulating software.