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Ethnic Identity, Ethnic Relevance of E-Health Information, and Ethnicity Preference of Agents by Asian Americans |
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Abstract:
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This research aims to investigate the factors behind users’ ethnic preference, comparing the strength of ethnic identity and the ethnic relevance of e-health information. The first task of an experimental study had Asian American users read four pieces of disease-related information presented by two Asian and two White male agents. Both strong and weak ethnic identifiers perceived the Asian agents more expert and trustworthy than the White agents for presenting primarily Asian-related information and the White agents more expert and trustworthy than the Asian agents for presenting primarily White-related information. In the second task, both strong and weak ethnic identifiers were more likely to endorse an Asian agent than a White agent for Asian-related health foods Web sites and endorse a White agent than an Asian agent for White-related health foods Web sites. The results suggest a matching effect between agent ethnicity and the ethnic relevance of information. |
Most Common Document Word Stems:
ethnic (255), agent (216), asian (128), white (102), inform (87), prefer (81), ident (77), present (71), relat (68), four (66), content (61), user (57), primarili (56), site (54), web (54), relev (50), health (44), 1 (44), one (42), strong (41), choic (39), |
Author's Keywords:
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Ethnic Identity, Asian American, Ethnicity Preference, Ethnic Relevance of Information, E-Health, Computer Agents |
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Association:
Name: International Communication Association URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Gong, Li. and Cheng, Karen. "Ethnic Identity, Ethnic Relevance of E-Health Information, and Ethnicity Preference of Agents by Asian Americans" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91909_index.html> |
APA Citation:
| Gong, L. and Cheng, K. "Ethnic Identity, Ethnic Relevance of E-Health Information, and Ethnicity Preference of Agents by Asian Americans" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91909_index.html |
Publication Type: Conference Paper/Unpublished Manuscript Abstract: This research aims to investigate the factors behind users’ ethnic preference, comparing the strength of ethnic identity and the ethnic relevance of e-health information. The first task of an experimental study had Asian American users read four pieces of disease-related information presented by two Asian and two White male agents. Both strong and weak ethnic identifiers perceived the Asian agents more expert and trustworthy than the White agents for presenting primarily Asian-related information and the White agents more expert and trustworthy than the Asian agents for presenting primarily White-related information. In the second task, both strong and weak ethnic identifiers were more likely to endorse an Asian agent than a White agent for Asian-related health foods Web sites and endorse a White agent than an Asian agent for White-related health foods Web sites. The results suggest a matching effect between agent ethnicity and the ethnic relevance of information. |
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| Document Type: |
application/pdf |
| Page count: |
42 |
| Word count: |
9461 |
| Text sample: |
| Ethnicity Preference 1 Running head: PREFERENCE OF AGENT ETHNICITY Ethnic Identity Ethnic Relevance of E-Health Information and Ethnicity Preference of Agents by Asian Americans Ethnicity Preference 2 Abstract This research aims to investigate the factors behind users’ ethnic preference comparing the strength of ethnic identity and the ethnic relevance of e-health information. The first task of an experimental study had Asian American users read four pieces of disease-related information presented by two Asian and two White male agents. Both |
| UVA and UVB light. • Apply sunscreen at least a half-hour before exposure and reapply it frequently. • Use sunscreen in winter too. Ethnicity Preference 41 Appendix B Screen shots of the Four Web Sites about the Four Health Foods “The prototype Web site about green tea” “The prototype Web site about tofu” Ethnicity Preference 42 Appendix B (cont’d) Screen shots of the Four Web Sites about the Four Health Foods “The prototype Web site about olive oil” “The |
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