Publication Type: Conference Paper/Unpublished Manuscript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.