Se Hun Lim1, Daekil Kim. 1. Department of Management Information Systems, Sangji University, Wonju, Korea.
Abstract
PURPOSE: This study identifies, through the extended technology acceptance model, the relationships among trust, information quality (IQ) and intention, as well as various trust levels, as they influence the behavior intention to use health infomediaries. METHOD: Our survey was conducted with university undergraduate students in March 2008. There were 274 usable responses. The survey instrument consisted of questions regarding demographics; information relevance, understandability, reliability, adequacy and usefulness; trust and behavior intention. Respondents were divided into two groups: a high-trust group and a low-trust group. RESULTS: The results suggest that in the case of the high-trust group, trust has positive mediation effects of information relevance and information reliability on behavior intention. The positive mediation effects of information adequacy and information usefulness on behavior intention were also identified in the case of the low-trust group. CONCLUSION: This study expands the understanding of health infomediary users, including aspects of trust and IQ. It also suggests that an effective strategy should aim at understanding the conceptual difference between high and low trust and the differential mechanisms by which high-trust and low-trust consumer groups affect the adoption of health infomediaries.
PURPOSE: This study identifies, through the extended technology acceptance model, the relationships among trust, information quality (IQ) and intention, as well as various trust levels, as they influence the behavior intention to use health infomediaries. METHOD: Our survey was conducted with university undergraduate students in March 2008. There were 274 usable responses. The survey instrument consisted of questions regarding demographics; information relevance, understandability, reliability, adequacy and usefulness; trust and behavior intention. Respondents were divided into two groups: a high-trust group and a low-trust group. RESULTS: The results suggest that in the case of the high-trust group, trust has positive mediation effects of information relevance and information reliability on behavior intention. The positive mediation effects of information adequacy and information usefulness on behavior intention were also identified in the case of the low-trust group. CONCLUSION: This study expands the understanding of health infomediary users, including aspects of trust and IQ. It also suggests that an effective strategy should aim at understanding the conceptual difference between high and low trust and the differential mechanisms by which high-trust and low-trust consumer groups affect the adoption of health infomediaries.