eHealth information quality and ethics issues: an exploratory study of consumer perceptions

Purpose – Marketers and health care providers alike have been actively using the internet to provide information and market a wide variety of health care services and products. This study aims to address consumer's perceptions regarding the quality and ethics of eHealth care web sites. Design/methodology/approach – Using a national random sample of 1,227 respondents, this study identifies online health care information seekers and explores the type of information they seek, their perceptions of eHealth web site quality and ethics, and eHealth care purchases. Findings – The results indicate that while WebMD currently dominates the eHealth care market, the future for niche eHealth care web sites appears promising as consumers' perceptions of eHealth care web site quality and ethical behaviors improve. Practical implications – Using quality dimensions identified by trade associations, it appears consumers believe useful and accurate healthcare information can be found online, which suggests the potential for developing a trusting relationship. In addition, it appears the development of ethical codes for eHealth web sites is having an affect on consumers' perceptions. Originality/value – Healthcare information is now available online 24 hours a day and, approximately, 63 percent of physicians use the internet in their practice. But, how do consumers seek health information online? And do consumers perceive these online web sites to be ethical? The current study is unique in its focus on examining eHealth code of ethics using guidelines from several prominent online eHealth ethics organizations.