The influence of user interface usability on rural consumers' trust of e-health services.

A critical challenge facing e-health care providers today is developing a web presence that not only compels the consumer, but also inspires trust. This research is the first empirical study that systematically investigates the influence User Interface (UI) usability factors have on establishing trust between e-health consumers and e-health service providers in the context of exchanging personal relationship-based information. The findings of this research suggest that UI usability factors are essential elements in conveying the trustworthiness of a web-based system and do affect consumers' perception of trust in personal relationship-based information exchanges.