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Examining E-Loyalty in a Sexual Health Website: Cross-Sectional Study
Alexandra Nunn1, Rik Crutzen2, Devon Haag1
1Clinical Prevention Services, British Columbia Centre for Disease Control, Vancouver, BC, Canada.
JMIR Public Health and Surveillance
|November 4, 2017
Summary
User loyalty to sexual health websites (e-loyalty) is linked to increased knowledge and safer sex intentions. Building trust and understandability are key to enhancing user engagement with online sexual health resources.
Area of Science:
- Digital Health
- Sexual Health Promotion
- eHealth Interventions
Background:
- Limited research exists on user perceptions and usage of web-based sexual health resources.
- Understanding website use is crucial for improving adherence and reducing attrition in online health interventions.
- The electronic health loyalty (e-loyalty) framework has not been applied to sexual health promotion websites.
Purpose of the Study:
- To investigate user loyalty (e-loyalty) towards a sexual health website.
- To measure user perceptions of the website.
- To assess the association between e-loyalty and perceived knowledge increase and behavioral intent.
Main Methods:
- An online, cross-sectional survey was conducted with 173 website users (clients and healthcare providers).
- User experiences, e-loyalty, perceptions, and intended efficacy outcomes were measured.
- Structural equation modeling (SEM) and Spearman rank correlation were used to analyze relationships.
Main Results:
- High e-loyalty was observed in both clients and providers.
- E-loyalty significantly correlated with increased perceived knowledge, intent for safer sex, and STI testing intent.
- Trustworthiness, overall experience, active trust, and effectiveness directly influenced e-loyalty.
Conclusions:
- E-loyalty is associated with improved sexual health outcomes, including knowledge gain and behavioral change intent.
- Enhancing trustworthiness and active trust are crucial for increasing e-loyalty.
- eHealth literacy and website understandability are important factors in designing effective online public health interventions.
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