“…Although few published studies have examined the contribution of information features to online health information credibility, research has suggested that regardless of Internet experience and issue involvement, message quality predicts Web site credibility (Hong, 2006) and is the most important factor of consumer trust in online health information in the long term (Zahedi & Song, 2008). For example, research shows the importance of information relevance, accuracy, presentation, and format in consumer perception of online information credibility (Fritch & Cromwell, 2001;Iding, Crosby, Auernheimer, & Klemm, 2009). Given both the predictive role of information characteristics in trust in online health information and limited research in this area, I tested the following hypotheses:…”