Pharmaceutical Companies as a Source of Health Information: A Pilot Study of the Effects of Source, Web Site Interactivity, and Involvement

Abstract

While pharmaceutical companies provide abundant health and medical information on their Web sites, little is known about consumers' perceptions of pharmaceutical companies as a health information source and the impact of pharmaceutical Web sites on health-related attitudes and behaviors. Findings from this study suggest that a pharmaceutical company can be perceived to be just as credible as a government health agency, and that Web site interactivity and consumer involvement with online health information affect the persuasive effects of the pharmaceutical company's message. Implications for future research and for the role of pharmaceutical companies in health communication are discussed.

KEYWORDS:

• consumer involvement
• pharmaceutical Web sites
• source credibility
• Web site interactivity

Notes

Note. Gov = government sponsor; Com = corporate sponsor.

^a These variables underwent a squared transformation.

^b This variable underwent a squared root transformation.

^a Participants' sex was entered as a significant covariate.

^b Pre-existing perceptions of importance of the health issue was entered as a significant covariate.

*p < .05. **p < .01.