Lesley Fishwick

Trust and mistrust of online health sites

Do different design and information content factors influence trust and mistrust of online health sites? Fifteen women faced with a risky health decision were observed while searching the Internet for information and advice over four consecutive weeks. In some sessions their searches were unstructured, whilst in other sessions they were directed to review specific sites, chosen for their trust design elements. Content analysis of concurrent verbalisations and group discussion protocols provided support for a staged model wherein design appeal predicted rejection (mistrust) and credibility of information and personalisation of content predicted selection (trust) of advice sites.

A framework for understanding trust factors in web-based health advice

Trust is a key factor in consumer decisions about website engagement. Consumers will engage with sites they deem trustworthy and turn away from those they mistrust. In this paper, we present a framework for understanding trust factors in web-based health advice. The framework is derived from a staged model of trust and allows predictions to be made concerning user engagement with different health websites. The framework is then validated via a series of qualitative, longitudinal studies. In each study, genuine consumers searched online for information and advice concerning their specific health issue. They engaged in free searching and were directed towards sites previously reviewed using the framework. Thematic analysis of the group discussions provided support for the framework and for the staged model of trust wherein design appeal predicted rejection (mistrust) and credibility of information and personalization of content predicted selection (trust) of advice sites. The results are discussed in terms of the merits of the framework, its limitations and directions for future work.

Health Websites that people can trust - the case of hypertension

Traditionally health advice has been anchored in face-to-face settings but increasingly patients are using the Internet for their health advice needs. This means that patients are now offered inconsistent advice from a range of sources and must determine which sites to trust and which to reject. To understand how consumers make these choices, 13 participants diagnosed with hypertension took part in a longitudinal study in which they searched for information and advice relevant to their condition. A content analysis of the group discussions revealed support for a staged model of trust in which mistrust or rejection of Websites is based on design factors and trust or selection of Websites is based on content factors such as source credibility and personalization. Based on this model, a set of guidelines for developing trust in health Websites is proposed and key differences between face-to-face communication and web-based systems are discussed.

Guidelines for developing trust in health websites

How do people decide which health websites to trust and which to reject? Thirteen participants all diagnosed with hypertension were invited to search for information and advice relating to hypertension. Participants took part in a four-week study engaging in both free and directed web searches. A content analysis of the group discussions revealed support for a staged model of trust in which mistrust or rejection of websites is based on design factors and trust or selection of websites is based on content factors such as source credibility and personalization. A number of guidelines for developing trust in health websites are proposed.

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