Factors affecting trust in on-line prescription drug information and impact of trust on behavior following exposure to DTC advertising

    Authors

    J. Huh; D. E. DeLorme;L. N. Reid

    Comments

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    Abbreviated Journal Title

    J. Health Commun.

    Keywords

    CONSUMER; ISSUES; POLICY; SITES; Communication; Information Science & Library Science

    Abstract

    Despite growing concerns about the quality and accuracy of Internet-based prescription drug information, there has been very little empirical research on consumers' perceptions of the trustworthiness of on-line drug information. In this article, we report on a study modeled after that of Menon, Deshpande, Perri, and Zinkhan (2002) in Health Marketing Quarterly that reexamines how key demographic, predispositional, and media factors are associated with consumer trust in on-line prescription drug information and the impact of trust in on-line drug information on ad-promoted behavior following exposure to direct-to-consumer (DTC) advertising. Four major findings are reported: (1) on-line drug information is not highly trusted; (2) trust in on-line drug information is not differentially affected by consumer demographic or predispositional characteristics; (3) trust in the traditional media of DTC advertising is predictive of trust in on-line drug information; and (4) trust in on-line drug information is associated directly with specific types of ad-promoted behavior following exposure to DTC advertising. Implications and recommendations are offered based on the results.

    Journal Title

    Journal of Health Communication

    Volume

    10

    Issue/Number

    8

    Publication Date

    1-1-2005

    Document Type

    Article

    Language

    English

    First Page

    711

    Last Page

    731

    WOS Identifier

    WOS:000233578400003

    ISSN

    1081-0730

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