Abstract
As emotion plays an essential role during the search process, this study explores the effect of search tactics on emotional transition. Thirty-eight Thai undergraduate students from two large public universities in Bangkok were asked to perform three search tasks using Google. Participants were asked to think aloud while performing the tasks. Semi-structure interviews and direct observation were applied to observe participants’ search tactics, based on Smith’s Internet Search Tactics model. Using a multilevel hierarchical logistic regression, the results show that Evaluation tactics are positively associated with emotional transition, while File Structure tactics, search success, and task difficulty are negatively associated with emotional transition during search.
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