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Doctors vs. Laypersons on Blogs vs. Bulletin Boards vs. Websites vs. Homepages: The Effects of Online Health Sources on Credibility and Behavioral Intentions

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Abstract:

Based on a typology of online communication sources, this research examines the influences of original and selecting sources on perceived credibility of—and behavioral intentions toward—health information. A large 2 × 2 × 5 full factorial online experiment revealed that respondents (N = 555) were more likely to take action based on the information sourced from a website than from a blog or a homepage. The effect was mediated by perceived level of gatekeeping and perceived information completeness. A two-way interaction between original and selecting sources was mediated by perceived appropriateness of source placement such that information on a website was perceived as more credible if attributed to a doctor than to a layperson while information on a homepage was perceived as slightly more credible if attributed to a layperson. This interaction differed as a function of message. Practical implications for online health planners, physicians, users and policy makers are discussed.

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sourc (255), health (203), inform (203), onlin (139), perceiv (95), internet (83), effect (70), select (67), behavior (62), credibl (61), gatekeep (56), blog (55), user (54), websit (53), messag (50), communic (49), homepag (48), origin (44), intent (43), m (42), studi (40),
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Name: International Communication Association
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MLA Citation:

Hu, Yifeng. and Sundar, S. Shyam. "Doctors vs. Laypersons on Blogs vs. Bulletin Boards vs. Websites vs. Homepages: The Effects of Online Health Sources on Credibility and Behavioral Intentions" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008 <Not Available>. 2009-05-23 <http://www.allacademic.com/meta/p233806_index.html>

APA Citation:

Hu, Y. and Sundar, S. , 2008-05-21 "Doctors vs. Laypersons on Blogs vs. Bulletin Boards vs. Websites vs. Homepages: The Effects of Online Health Sources on Credibility and Behavioral Intentions" Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada Online <APPLICATION/PDF>. 2009-05-23 from http://www.allacademic.com/meta/p233806_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Based on a typology of online communication sources, this research examines the influences of original and selecting sources on perceived credibility of—and behavioral intentions toward—health information. A large 2 × 2 × 5 full factorial online experiment revealed that respondents (N = 555) were more likely to take action based on the information sourced from a website than from a blog or a homepage. The effect was mediated by perceived level of gatekeeping and perceived information completeness. A two-way interaction between original and selecting sources was mediated by perceived appropriateness of source placement such that information on a website was perceived as more credible if attributed to a doctor than to a layperson while information on a homepage was perceived as slightly more credible if attributed to a layperson. This interaction differed as a function of message. Practical implications for online health planners, physicians, users and policy makers are discussed.

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Document Type: application/pdf
Page count: 42
Word count: 9893
Text sample:
Running Head: EFFECTS OF ONLINE HEALTH SOURCES Doctors vs. Laypersons on Blogs vs. Bulletin Boards vs. Websites vs. Homepages The Effects of Online Health Sources on Credibility and Behavioral Intentions By Yifeng Hu S. Shyam Sundar The College of New Jersey Penn State University Paper to be presented at the 58th Annual Conference of the International Communication Association Montreal Quebec Canada May 22-26 2007. Doctors vs. Laypersons on Blogs vs. Bulletin Boards vs. Websites vs. Homepages The Effects of
SD = 7.77) was perceived as significantly more relevant than was the milk topic (M = 15.03 SD = 7.79) t(110) = 3.86 p < .001. 4 A 2 (message) × 2 (original source) × 3 (selecting source: collective gatekeeping vs. individual gatekeeping vs. unknown gatekeeping) full factorial ANCOVA was performed based on the reduced levels of selecting sources. A significant main effect for selecting source on behavioral intentions was revealed F(2 520) = 5.46 p < .01 (Figure


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