Is the Internet a primary source for consumer information search?: Group comparison for channel choices

A recent report estimates that 79% of American Internet consumers have searched online for health information [Fox, S., 2005. Health Information Online. Pew Internet & American Life Project, Washington, DC]. Currently, little information exists about consumers’ usage of the Internet as a channel of health information. As more consumers are relying on the Internet as a medical and health information search medium, relevant implicative research that provides insights into consumers’ online information searching behavior should be conducted. The present research attempted to reveal factors that drive consumers to adopt the Internet as their main channel of health information. Specifically, multiple facets, such as consumers’ psychological factors (i.e., personal characteristics) and perceived quality dimensions, were explored. Two Internet user groups were selected by their primary channel when searching for health information. Structural equation modeling was utilized to compare the two groups and identified significant differences of personal characteristics and perceived quality.