Background and Aim: Information seeking is interactive behavior of searcher with information systems and this active interaction occurs in a real environment known as background or context. This study investigated the factors influencing the formation of layers of context and their impact on the interaction of the user with search option dialoge in EBSCO database. Method: Data from 28 semi-structured interviews with graduate students and medical information librarians were collected and coded whith open, axial and selective methods using grounded theory approach. Results: Identified general catagories and central ideas ​​in this study include: features’ search, facility to display data: availability and usability of results, general features (personality and character) of the user, presenting unique features (offering more options in database pages). Conclusion: This research in line with previous ones and with regard to the underlying dimensions of context (place, person, or object), investigaed the need to understand factors for improvement of user’s interaction with the Web search. All dimensions of the user interactions with visual search option require understanding the context’s underlying factors. Identification of contextual factors affecting visual search improves users’ search strategy approaches.