E-patients characteristics and behaviors for E-health netvertising.

摘要

This study examines how E-health users utilize online health information. A number of relationships were found between user data, establishing E-patient demographic and consumer behavior patterns. Some of the more important relationships are explained through theoretical constructs. The data was able to show that dominant users are mid- and upper-income, college educated, urban (non-central city) residents, and Asian Americans and "Whites." Age and gender were not significant in determining online use. By way of exposure, this group developed an empowerment for health decision making. The underserved group consisted of low income, those without a college degree, minorities, central city and rural residents, and senior citizens. There exists a digital and content divide (knowledge gap) for these individuals. To overcome this divide, policymakers, health service providers, and E-health netvertisers must ensure greater privacy and credibility of information, and that underserved users have access to and assistance in utilizing E-health information.; Its findings: (1) maximize E-health advertisers, healthcare providers, and health policymakers' ability to effectively communicate and deliver their goods, services, and messages through advertising campaigns; (2) establish literature in the E-health field for developing E-health advertising strategies and developing public E-health policy making and enhancing knowledge of patient provider relations; (3) evolve a new theoretical framework by which E-health information can be examined.; The methodology incorporated in this study involves the gathering and examination of secondary data by synthesizing quantitatively and qualitatively multiple disciplines' E-health literature. This study bridges multiple national surveys' data with multiple E-health user studies by examining the data sets of multiple national surveys and running descriptive analyses.