“…Similarly, people consult different sources depending on types of information that 2007). Compared to one-way offline media (e.g., print materials, TV, and radio), the online channel provides more interactivity (i.e., two-way communication and personalization), flexibility, and promptness (Grant et al, 2007;Kulviwat, Guo, & Engchanil, 2004). Especially, the interactivity of the online channel allows information seekers, who were traditionally considered receivers, to be part of information creators.…”