Talk

WhatTriggersTrust?HowHealthConsumerBehaviorisEvolvingwiththeWeb

ArabellaCrawford

KathStraub,PhD

UsabilityProfessionals’Associa9on2009InternaEonalConference

Then

Website credibility circa 2000

Fogg,et.al.,2000

CredibilityEnhancers

Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister

CredibilityKillers

SlowdownloadHasadsTyposBrokenlinks..HardtonavigateHaspopupadsNoupdates.Hardtotelladsfromcontent

Website credibility circa 2000

Technology Focus

CredibilityEnhancers

CredibilityKillers

Early evolution of information consumers

2002

Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister

DesignlookInforma9onstructure..Usefullnessofinforma9on.Func9onalityCustomerServiceIden9tyofsponsor.ReadabilityAfillia9ons

2004

CredibilityEnhancersFogg,et.al.,2003

Early evolution of information consumers

2002

Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister

DesignlookInforma9onstructure..Usefullnessofinforma9on.Func9onalityCustomerServiceIden9tyofsponsor.ReadabilityAfillia9ons

2004

CredibilityEnhancers

2004

CredibilityEnhancers

Usability Focus

Consumers use different cues than professionals (2003)

HealthProfessionals

Name/Affilia9onInforma9onsourceBusinessmo9veInforma9onfocusAdver9singDesignlookInforma9onbiasInforma9ondesignWri9ngtoneInforma9onAccuracy

Fogg,et.al.,2003

Non‐professionals

DesignlookInforma9onfocusInforma9ondesignAdver9singCompanymo9veReputa9on/Affilia9onInforma9onbiasInforma9onaccuracyWri9ngtoneInforma9onsource

CredibilityEnhancers

DesignlookInforma9onfocusInforma9ondesignAdver9singCompanymo9veReputa9on/Affilia9onInforma9onbiasInforma9onaccuracyWri9ngtoneInforma9onsource2

13

Then Now(ish)

People look to the web for health information (2008)

Jones,et.al.,2008

How does then compare to late 2007?

•Onlinesurvey

•QuesEonsbuiltfromonSillence(2004)

•518parEcipants

Crawford, et. al., 2008a

Why do they go online?

of note...Websitescontainmoreinforma9onthandoctorscanknow,orpaEentscanreasonablyexpectthemtoknow.

TheyusethewebbothbeforeandaWergoingtothedoctor

How they they get there?

of note...•70%ofhealthinfoseekersstartataknownsite,notsearch

When you type sites in, its easy to mix up the URL ...

Consumers’ErrorRates:PredicEngURLs

.com

.gov

.org

Cancer

Crawford, et. al., 2008b

What inspires trust?

•of note...• HealthinformaEonconsumersstartbyconfirmingthatthesitesayssomethingthattheyalreadyknow.

• TrustisindexedagainstReputa9on,contentcharacteris9cs,andcontentquality.•Consumerscrosscheckfacts

Why do consumers do?

of note...• HealthinformaEonseekersreadcontentmost.• ContentfromotherusersismoreengagingthaninteracEonslikesymptomcheckers.

Why go back?

of note...InformaEonseekersgobackbecausecontentwasusefulandothersourcesconfirmeditwasvalidity.

Takeaways

Trustmarkers• HealthinformaEonconsumertodayusethetrust/credibilitymarkersthathealthexpertsusedin2002.

• SItesaremorecredibleifthefirstconfirmsomethingthattheinformaEonseekeralreadyknows.

• ContentqualityandcharacterisEcsareincreasinglyimportantforinEaltrustanddrivingrepeatvisits.

Self‐reportedbehaviors• HealthinformaEonconsumersarelookingforconvenient,comprehensivethatcanbeperusedprivately.

• Theyreadmorethantheyinteract.

Takeaways

Trustmarkers• HealthinformaEonconsumertodayusethetrust/credibilitymarkersthathealthexpertsusedin2002.

• SItesaremorecredibleifthefirstconfirmsomethingthattheinformaEonseekeralreadyknows.

• ContentqualityandcharacterisEcsareincreasinglyimportantforinEaltrustanddrivingrepeatvisits.

Self‐reportedbehaviors• HealthinformaEonconsumersarelookingforconvenient,comprehensivethatcanbeperusedprivately.

• Theyreadmorethantheyinteract.

Credibility&Trust

Content

Credibility & trust for consumer health seekers

2000 Technology

Usability2002

2008 Content

Content level usabilityComputer-mediated empathy

Social networking & technology-driven collaboration

Ideal physician behaviors

Empathetic

Comprehensive

Attentive (Humane)

Plain English (Forthright)

Collaborative (Respectful)

Conscientious (Thorough)

Confident, Positive

Bendapudi,, et al, 2006

Credibility & trust for consumer health seekers

2000 Technology

Usability2002

2008 Content

Content level usabilityComputer-mediated empathy

Social networking & technology-driven collaboration

Questions?

References

Bendapudi, N, Berry, L., Frey, K., Parish, J., Rayburn, W. (2006) Patients' Perspectives on Ideal Physician Behaviors. Mayo Clinic Proceedings, 81(3):338-344.

Crawford,Broch,J.,andStraub,K.(2008b)What’sInaName?;BestPracEcesforSelecEngUsableURLs.Proceedings of UPA08,2008.BalEmore,Maryland.

Crawford,A.,&Straub,K.(2008q)Convenience,ContentandCredibility:WhatconsumersarelookingforonhealthinformaEonsites.Proceedings of UPA08,  2008.BalEmore,Maryland.

Fogg,B.J.,Soohoo,C.,Danielson,D.R.,Marable,L.,Stanford,J.,&Tauber,E.R.(2003).HowdousersevaluatethecredibilityofWebsites?Astudywithover2,500parEcipants.Proceedings of DUX2003, Designing for User Experiences Conference.

Jones,S.andFox,S.(2008)GeneraConson‐line2009.PEWInternetandAmericaLifeReport.DownloadedfromhYp://www.pewinternet.org/Reports/2009/GeneraCons‐Online‐in‐2009.aspx

Fogg,B.J.,Swani,P.,Treinen,M.,Marshall,J.,Osipovich,A.,Varma,C.,Laraki,O.,Fang,N.,Paul,J.,Rangnekar,A.,&Shon,J.(2000).ElementsthataffectWebcredibility:Earlyresultsfromaself‐reportstudy.Proceedings of CHI'00, Extended Abstracts on Human Factors in CompuDng Systems,287‐288.

Sillence,E.,BriggsP.,FishwickL,Harris,P.,TrustandMistrustofOnlineHealthSites.Proceedings of CHI 2004,April24–29,2004,Vienna,Austria.

Rains,S.,&Karmikel,C.D.,(2009)HealthinformaEon‐seekingandpercepEonsofwebsitecredibility:Examining.Computers in Human Behavior25(2009)544–553

For information & reprints, etc.

Arabella CrawfordConsumer [email protected]

Kath [email protected]

www.usability.org