For-Profit Companies as Health Information Sponsors on the Internet:
Effects of Corporate Credibility and Commercial Intent
A B S T R A C T
An increasing number of people go online to search for health information; however the
quality of online health information is questionable. A lack of monitoring system in the Internet
allows practically anyone with some knowledge of Web design to be an information provider.
Accordingly, questions arise as to how individuals assess credibility of online health information
and under what conditions online health information can contribute to promoting individuals’
health. To address these questions, the present study examines the effects of source credibility
on perceived credibility of online health information as well as health-related outcomes;
specifically, the source credibility effects were tested with a for-profit company as health
information Web sites sponsored by commercial sources far outnumber those sponsored by non-
commercial sources (e.g., government source). The findings highlight the importance of source
credibility in generating positive consumer responses to the health information. Even for-profit
corporations yield favorable outcomes for public health promotions if they are perceived as
credible in the eyes of consumers. Consumer involvement with health issues appeared to
moderate the effects of corporate credibility. Implications and directions for future research are
discussed.
Key Words: corporate credibility, issue involvement, online health information
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