Patient health information search: an exploratory model of Web-based search behavior.

ABSTRACT

The Internet is drawing consumers in search of information about a broad range of topics. In order to understand how end users search for and benefit from Internet health information search, this paper presents a set of propositions and an explanatory model concerning Web-based patient health information search behavior. The analysis suggests that there is a link between an individual's health and his or her use of online health information, and also that the search intensity that individuals undertake results in an increased propensity to talk with health care providers about the information. (1)

Keywords: Internet; health information search; consumer decision making; search intensity; situational involvement

INTRODUCTION

The Internet is having an enormous impact on culture, society, and business The Internet is drawing consumers in search of information about a broad range of topics. In terms of purchase and consumption decisions, Internet users are becoming empowered consumers armed with more complete information than previous generations, and in the process, are forming virtual communities offering information about a broad range of topics, ranging from pop culture to gardening to academic issues to health care. However, as numerous failures of dotcom organizations have illustrated, the Internet has not fully lived up to its much-hyped promise. Organizations are refining old business models and creating new business models to achieve success in this new virtual realm.

An area of particular interest where the Internet has not been as successful as expected is in the field of health care. Recently, pundits have speculated how information available via the Internet would empower patients, involve them more in the care of their health, and have fundamental impacts on the patient-physician relationship (Friedewald, 2000). However, recent reports state that in the health care area, the Internet is not living up to the hype. This runs from patient apathy (Wilkins and Navarro, 2001) to the dissemination of potentially bad information (Webster, 2001). In order to understand how end users (2) search for and benefit from Internet health information searches, this paper presents a set of propositions and an explanatory model concerning Web-based patient health information search behavior. Of particular interest is how end users are locating and utilizing health information. Ultimately, what are the implications of end user Internet search for providers of health and other information online?

BACKGROUND