[논문]Exploring Antecedents of Consumers' Willingness to Depend on E-Health Information

Oh, Su-Jin

doi:10.5392/ijoc.2012.8.1.061

Exploring Antecedents of Consumers' Willingness to Depend on E-Health Information 원문보기

International journal of contents, v.8 no.1, 2012년, pp.61 - 68

Oh, Su-Jin (Dept. of Consumer Economics, Sookmyung Women's University)

Abstract ▼ AI-Helper

Previous research on online health (e-health) information was primarily focused on consumer information search behavior and information quality. Although studies addressing online information quality have flourished, they have yet to thoroughly examine whether consumers actually use the information they search. The purspose of this study suggests a conceptual framework that examines the potential antecedents of a consumers' willingness to depend on e-health information as an indicator of the consumer's trust of the provided e-health information. The proposed antecedents include healthcare product involvement, online skill level, perceived quality, and credibility of the source. Using structural equation modeling on online survey data, seven hypotheses, which describe the relationships between the variables of the model, were tested. The results indicate that consumer willingness to depend on provided e-health information was significantly influenced by the consumers' perceived quality and credibility of specific e-health information. Consumer involvement in healthcare and their online skill-level, respectively, also positively related to perceived quality and credibility regarding e-health information.

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문제 정의

The purpose of this study is to develop a conceptual framework that examines the potential antecedents of a consumers’ willingness to depend on online health information as an indicator of the consumer’s assessment of quality of the provided online health information.
The purpose of this study is to examine the potential antecedents of a consumers’ willingness to depend on e-health information as an indicator of the consumer’s assessment of online health information quality.
The purpose of this study was to identify possible antecedents of consumers’ willingness to depend on e-health information as measures of trust.
Therefore, the concept of consumer trust in reference to provided e-health information will be addressed in this paper in order to appropriately measure the consumers’ subjective assessment of provided online information.
These results prove that the constructs adapted from traditional external search constructs influence consumers’ evaluations of e-health information in this study.
This study examines consumer subjective probability of depending involves the projected intention to engage in searching e-health information seeking behaviors adapted from the [33]’s willingness to depend on information to measure how much the consumers intended to trust the provided e-health information.

가설 설정

H1: Consumers’ online skill-level is significant predictors of consumers’ willingness to depend on e-health information.
H2: Consumers’ level of product involvement is significant predictors of consumers’ willingness to depend on e-health information.
H₃: Consumer with a higher level of perceived information quality regarding e-health information will exhibit a higher level of willingness to depend on e-health information.
H₄: Consumer with a higher level of credibility regarding online health information will exhibit a higher level of willingness to depend on e-health information.

제안 방법

As a measure of consumer trust regarding e-health information, this study used willingness to depend on e-health information as a measure that reflected the consumers’ assessment of provided online information.
Data analysis in this study was conducted in two stages. First, a preliminary analysis was conducted to provide baseline descriptive statistics. Second, a confirmatory analysis was conducted to test the proposed model.
First, a preliminary analysis was conducted to provide baseline descriptive statistics. Second, a confirmatory analysis was conducted to test the proposed model. AMOS 5.
First, a consumers’ willingness to depend on online health information was proposed depicting the antecedents of consumers’ willingness to depend on online health information that influences consumers’ trust to use provided e-health information. Second, the proposed model was tested by structural equation modeling. Finally, conclusions are presented and the implications of the study are discussed.
Structural equation modeling was performed to test the proposed model and the hypotheses. The results of the standardized parameter estimates and t-values are presented in Table 5.
The result of the CFA indicated that the factor loadings of some items were quite low. This problem was related to the measurement of items, for example some these items (e.g. product involvement) measured as semantic differential scales in this study. The result of the CFA indicated that the factor loadings of some items were quite low.

대상 데이터

For the online survey, an email were distributed by an online marketing company to US national panels, with a cover letter and the linked website addresses. Among 2,000 invited panel members, a total of 260 usable completed samples was included in the data analysis. The response rate was 13%.

데이터처리

Table 4 provided the overall model fit. The overall fit of the proposed model was statistically assessed using a number of goodness of-fit statistics. Because chi-square statistic method is very sensitive to sample size [6], other widely used goodnessof-fit indices were also examined.

이론/모형

Second, a confirmatory analysis was conducted to test the proposed model. AMOS 5.0 [4] was used to test the structural models.
Online skill-level was measured using 3 items presented on a five-point Likert type scale adapted from [32]. Product involvement was measured using 3 items, presented on a seven-point semantic differential scale adapted from [32]. Perceived information quality was measured using 6 items presented on a five-point Likert type scale adapted from [41].
Perceived information quality was measured using 6 items presented on a five-point Likert type scale adapted from [41]. The measure for perceived credibility of online health information was generated and assessed using 3 items presented on a five-point Likert type scale.
The measurement model was assessed through Confirmatory Factor Analysis(CFA) using a maximum likelihood estimation to test the construct validity as well as the underlying structure of the measures. Table 3 presents the measurement statistics for the model variables and composite reliability of the construct.
It can be connected to consumers’ intention to use that information channel as their prior information source before purchasing healthcare product. To measure consumer trust toward e-health information, this study applied the concept of consumer willingness to depend on information, which was previously utilized in an e-commerce trust study [33], as a formation of consumers trust. Understanding the use of healthcare information sources during the information seeking process is critical if marketing managers want to efficiently allocate their communication budgets.

성능/효과

The results show that consumer’s involvement toward health information contributed much more than consumer’s online skill level in predicting customers’ willingness to depend on provided online health information.

후속연구

In the context of online content, “perceived service quality” has been found to be associated with Willingness to pay [44]. In this study, it is expected that consumers are likely to formulate a perceived overall assessment of the quality of the information and then use this overall assessment to evaluate how much he or she would be willing to depend on provided online health information. Consumers’ perceived quality on online health information is thus proposed to increase willingness to depend on e-health information.

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