Trust in Prescription Drug Brand Websites: Website Trust Cues, Attitude Toward the Website, and Behavioral Intentions

Abstract

Direct-to-consumer (DTC) prescription drug brand websites, as a form of DTC advertising, are receiving increasing attention due to the growing number and importance as an ad and a consumer information source. This study examined consumer trust in a DTC website as an important factor influencing consumers' attitude toward the website and behavioral intention. Applying the conceptual framework of website trust, the particular focus of investigation was the effect of the website trust cue factor on consumers' perceived DTC website trust and subsequent attitudinal and behavioral responses. Results show a significant relation between the website trust cue factor and consumers' perceived DTC website trust. Perceived DTC website trust, in turn, was found to be significantly associated with consumers' attitude toward the DTC website and behavioral intention.

Acknowledgments

This study was funded by a grant from the University of Minnesota.

Notes

Age: F(3, 174) = .47, p = .71.

Gender: χ² = 1.91, df = 3, p = .59.

Race: χ² = 1.43, df = 3, p = .70.

Education: χ² = 29.09, df = 24, p = .22.

Income: χ² = 53.75, df = 51, p = .37.

Dispositional trust: F(3, 174) = 1.79, p = .15.

*p < .05. **p < .01.

*p < .05. **p < .01. Asterisks for adjusted R ² indicates significance of R ² increments.

*p < .05. **p < .01. Asterisks for adjusted R ² indicate significance of R ² increments.