Development of a scale for measuring individual propensity for serendipitous information encounters in an online environment

Abstract

This article reports the development of a scale designed to measure an individual’s tendency to engage in serendipitous information encountering behaviour online. We relied on the simplified process model of information encountering to derive an initial item pool. In Study 1, a total of 3037 participants completed a preliminary 24-item scale. Using a split-half principal components analysis and confirmatory factor analysis to determine the underlying factor structure, we reduced the scale to 12 items. In Study 2 ( N = 66), we demonstrated the revised scale’s test–retest reliability and showed that it distinguishes between information encountering and other conceptually related constructs. In Study 3, behavioural data from 304 participants showed that the information encountering scale is associated with various indicators of online information-seeking, such as page visits and visit duration. Collectively, these studies yield a valid and easily implemented scale to better understand online information encountering. We describe the development of this scale and discuss its implications for both the measurement and study of serendipity in online information behaviour.