The Effects of Attractiveness and Source Expertise on Online Health Sites

• In Event: Theory and Research on Testing Health Message Effects

Abstract

This study focused on the visual appeal of online health information (e.g., spacing, font, or other visual elements) and its effect on users’ judgments regarding credibility. Based on the prominence-interpretation theory, this study revealed a main effect of attractiveness and an interaction effect between attractiveness and source expertise on individuals’ credibility assessment of and behavioral intentions about online health information. Also, this study found that the perceived argument quality of the health-related information had a greater effect than the individuals’ level of involvement with the health-related information. Future research directions related to the effects of the visual attractiveness of online health information for general users are discussed.

Authors

• Wan Jung, SUNY - Cortland

• Mun-Young Chung, Pennsylvania State U

• Eun Soo Rhee, Towson U