A framework for understanding trust factors in web-based health advice

Abstract

Trust is a key factor in consumer decisions about website engagement. Consumers will engage with sites they deem trustworthy and turn away from those they mistrust. In this paper we present a framework for understanding trust factors in web based health advice. The framework is derived from a staged model of trust and allows predictions to be made concerning user engagement with different health websites. The framework is then validated via a series of qualitative, longitudinal studies. In each study genuine consumers searched online for information and advice concerning their specific health issue. They engaged in free searching and were directed towards sites previously reviewed using the framework. Thematic analysis of the group discussions provided support for the framework and for the staged model of trust wherein design appeal predicted rejection (mistrust) and credibility of information and personalisation of content predicted selection (trust) of advice sites. The results are discussed in terms of the merits of the framework, its limitations and directions for future work.

Why Fat Interface Characters Are Better e-Health Advisors

“…There is a large variation in e-health Web sites, and online advice may take different forms [38]. Therefore, further studies should investigate to which extent the found effect may hold within various contexts.…”

Designing a persuasive physical activity application for older workers: understanding end-user perceptions

“…Accurate, clear, and simple information is critical to create and deliver efficacious applications that will be well received. Sillence et al (2006), on the other hand, revealed that personalization of behaviour change content enhances a user's trust towards the proposed online health advice, indicating the relevance of using the personalization principle to enhance the credibility of a web-based health intervention.…”

The Quality of Online Health-Related Information – an Emergent Consumer Health Issue

“…According to a qualitative study on user behaviour on health-related websites, the aesthetic aspect, the perception they gain at the first visual contact, within the first seconds of opening the homepage, are considered highly important by most users. Thus, an excessively busy design, a too complex structure, a lack of clear navigation clues, an excessive use of unattractive colours, pop-up advertisements, a font that is too small often cause users to no longer visit such websites and continue their search elsewhere [88]. .…”