Understanding the consistent use of internet health information
| Pages | 875-891 |
| Date | 30 November 2010 |
| DOI | https://doi.org/10.1108/14684521011099388 |
| Published date | 30 November 2010 |
| Author | Kyoung‐Hwan Kim |
| Subject Matter | Information & knowledge management,Library & information science |
Understanding the consistent use
of internet health information
Kyoung-Hwan Kim
Department of MIS, Kyungsung University, Busan, South Korea
Abstract
Purpose – The purpose of this paper is to analyse whether internet experience, process quality,
outcome quality, customer satisfaction, and post-use expectations affect the consistent use of health
information online by Chinese internet users and how these factors are related to one another.
Design/methodology/approach – Data were collected from 219 Chinese university students who
are currently using, or have used, the health information services available on the internet. Tertiary
students were selected because they are active internet users who frequently use the internet to search
for information.
Findings – Internet experience affects process quality, but it has no direct relation to outcome quality
or customer satisfaction. Process quality determines customer satisfaction toward health information
available on the internet and influences the outcome quality; however, the outcome quality is not
related to customer satisfaction. The decision to reuse health information found on the internet is
influenced by both customer satisfaction and post-use expectations. The customers’ post-use
expectations are primarily influenced by customer satisfaction.
Practical implications – For a successful internet business, internet marketers should recognise
that service quality includes both process quality and outcome quality and plan new campaigns that
take this factor into consideration. Tracking post-use expectations can help predict, with reasonable
accuracy, the relationship between customer satisfaction and retention of health information found on
the internet.
Originality/value – This study provides a better understanding about the users of health
information found on the internet in China by taking into account the above-mentioned factors:
internet experience, post-use expectation, process quality, and outcome quality.
Keywords Internet, China
Paper type Research paper
Introduction
China is one of the most promising markets for the internet. According to the 23rd
Statistical Survey Report on Internet Development in China published by the China
Internet Network Information Centre (CNNIC, 2009) by 31 December 2008 China had
298 million internet users. Internet penetration in China had reached 22.6 percent,
surpassing the world average. The number of internet users in China had increased by
88 million from 2007, an annual growth rate of 41.9 percent. These numbers suggest
that China is still experiencing rapid growth in internet usage. China surpassed the
USA in its number of internet users in June 2008, ranking first in the world. The
internet penetration rate in China then achieved another milestone, reaching and then
surpassing the world average rate (CNNIC, 2009).
At the same time the World Health Report 2000 released by the World Health
Organization (2000) deemed China weak in the distribution of health services and in the
responsiveness of its health system. China has made efforts to improve its health
system, but disparities still exist in the health sector.
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Internet health
information
875
Refereed article received
20 November 2009
Approved for publication
18 April 2010
Online Information Review
Vol. 34 No. 6, 2010
pp. 875-891
qEmerald Group Publishing Limited
1468-4527
DOI 10.1108/14684521011099388
Therefore developments in internet technology, along with imbalances in the
availability of medical services, should result in the rapid increase of users seeking
healthcare information from the internet in China.
The internet is a powerful communication tool that provides users with access to a
significant amount of expert knowledge. In the medical field the internet is recognised
as a possible solution to the serious imbalances between cities and rural areas with
regard to the cost and availability of care (Baker et al., 2003; Rippen and Yasnoff, 2004).
Consumer interest in healthcare information is rising as developments in information
technology make information more accessible (Eysenbach, 2000; Purcell et al., 2002 ). In
the United States 79 percent of internet users accessed health information in 2005 (Fox,
2005), and 66 percent of online activity was health-related. In Korea research studies on
internet users (Cho, 2006) showed that 66 percent of users searched for healthcare
information on the internet. Increased availability of internet services may produce an
increase in the number of users accessing healthcare information on the internet.
Our study surveyed internet users seeking healthcare information on the internet in
China and analysed the consequences of the ongoing use of that information. Consumer
interest in online health information services should be rising rapidly (Sillence et al.,
2007), and consumers’ continuous use is critical to the success and pro fitability of
online businesses (Lee, 2009).
The continuous use of healthcare information is a result of customer satisfaction, a
major indicator in the evaluation and improvement of service quality. Prior studies
(Cronin et al., 2000; Johnson and Fornell, 1991) have attempted to confirm the
relationship between customer satisfaction and service quality. Thus our study uses a
research model that involves the service quality-customer satisfaction model.
However, research on the usage behaviour of consumers of internet healthcare
information (Huntington et al., 2004) shows that many users are dissatisfied with the
quality of available information due to a lack of specific information and an excess of
commercial information. This shows that factors other than quality affect the usage
model of internet health information. Thus a change in the traditional model is
necessary. This study looks at the factors that are important for understanding the
behaviour of users of internet health information and the relationships among the
factors.
Theoretical background
Reuse intention
Customers’ intentions to reuse services are critical to the survival of an internet service
(Kettinger et al., 2009). Many models include customer satisfaction/dissatisfaction with
theoretical and empirical research findings to create a hybrid model that might predict
the intentions of customers to reuse internet services.
Kue et al. (2009) examined the relationships among service quality, perceived value,
customer satisfaction, and reuse intention in mobile value-added services. Perceived
value and customer satisfaction directly and positively influenced reuse intention; the
effect of perceived value was the largest, followed by that of customer satisfaction.
Service quality showed no directly positive effect on reuse intention. Although service
quality did not have a direct effect on reuse intention, service quality could indirectly
influence reuse intention through perceived value and customer satisfaction.
OIR
34,6
876
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