Crawford Upa09 Consumer Health Information Seeking
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Transcript of Crawford Upa09 Consumer Health Information Seeking
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