| This study focused on diachronic information seeking in an organization. The objectives were (a) to propose a model of information seeking and assess its viability, (b) to determine the relationships between variables in predicting information seeking, and (c) to study the relative importance of different categories of variables in predicting information seeking.;Respondents were Information Assistants from the Department of Information, Malaysia. They were measured on three types of information seeking related to their task assignment to disseminate information about race relations: information about the issue, information about the audience, and information from the organization. Data were collected by questionnaire and analyzed by multiple regression analysis.;The findings generally support the three-stage model: recognition stage, situational assessment stage, and information seeking stage. The model helps to explain why personal and attitudinal variables have little main effect on information seeking. Their effects were mostly indirect, mediated by variables in the later stages of the information seeking model.;Hypotheses were tested for the total sample and for two ethnic groups, Malays and non-Malays (Chinese and Indians). Of 23 hypotheses tested, only six were not supported in any of the analysis groups.;Variables with main effect on information seeking include knowledge on issue, extrinsic motivation, intrinsic motivation, information adequacy, communication constraint, referent criterion, assessment of issue, involvement in issue, fatalism, role preparedness, job involvement, and training.;Information seeking was much influenced by factors related to the issue and respondents' jobs. Communication factors were less important in determining information seeking. Availability of information helps to motivate seeking of information about the audience and from the organization. However, perception that lack of information would affect communication effectiveness was negatively associated with information seeking.;Among the three types of information seeking, information about the audience was the least sought, reflecting the lack of emphasis given to the importance of incorporating information about the audience in communication planning. |
