Cultural influences on seeking quality health information: An exploratory study of the Korean community

Consumer health information-seeking behavior of members of a local Korean community in Tallahassee, Florida, was explored through semi-structured interviews. Questions explored how this community assessed the quality of health information, and what cultural values influenced their understanding of its quality. Accuracy and reliability were identified as the two most valuable quality characteristics. A commercial type of webpage was considered as a negative indicator for reliability, while information described in detail or displayed reiteratively was a positive indicator. In addition to functional quality criteria, nonfunctional characteristics such as sympathy were found. Above all, findings highlighted that cultural differences limited the use of health information. Quality based selection of information is an important part of a health information seeking process. Findings can give the designers of Web-based consumer health information systems important insights into how to support evaluation of the quality of health information by consumers, and how to reduce barriers to health information seeking and use caused by cultural differences.

► Cultural differences limit the use of health information by Korean consumers.
► Accuracy and reliability were the most frequently used quality criteria.
► Consumers relied heavily on informal social networks for health information.
► Perceptions of health information quality should be seen in a cultural context.
► Librarians and health professionals should educate consumers about quality criteria.