Trust-building Measures: A Review of Consumer HEALTH PORTALS

摘要

A common reason consumers use the Internet is to search for health-related information. A survey found that 52 million Americans sought health information over the Internet at least once a month, and 40% of them indicated that online health information affected their health care decisions . But consumers are also concerned about the quality and reliability of health-related information on the Web. They wonder: Can they trust the information they receive from health portals, and can they trust health portals will protect sensitive health data they submit there? Trust has been recognized as a critical factor in the development and growth of e-commerce. The lack of consumer trust with respect to online privacy and security, for example, has prevented many consumers from engaging in online shopping. Many consumers are not comfortable divulging personal and financial information to a virtual storefront. The degree of consumer trust required for using a health portal is higher than for online shopping sites. In many cases, consumers must reveal highly sensitive personal information, including medical conditions and health history, in order to receive useful information. In addition, consumers take risks by trusting online medical information, for the consequences of following erroneous medical advice can be costly, even life threatening. Unlike with name-brand products like computers or watches, the quality of medical information can be difficult to evaluate. If such information proves incorrect, furthermore, it might be too late to reverse the damages.