Internet embeddedness: links with online health information seeking, expectancy value/quality of health information...

To see how the Internet is actually embedded in our lives, this exploratory study examines how Internet users search the Web for important information, especially health or medical information, to make critical decisions, and the perception of how intimately our lives are embedded in the Internet intersects with patterns of health information seeking online and the expected quality of health information websites. Data from a probability sample of 569 Internet users found four types of commonly sought health information clusters online which included information on (a) health improvement, (b) medical treatment, (c) family health, and (d) health issues that are difficult to talk about. Results also show that behavior or behavioral intentions in health information seeking are in fact either a function of value expectancy or the evaluation of health information websites. More importantly, people who often go to the Internet for health information and have high expectations of the value and quality of health information websites (especially in terms of reliability, relevance/context, and interaction) tend to be those who are more likely to perceive the Internet as playing an important role in life decisions or rate the Internet as more embedded in their lives.