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E‐health information search intentions of Turkish internet users

Bahar Yaşin (Istanbul University, Istanbul, Turkey)
Hilal Özen (Istanbul University, Istanbul, Turkey)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 28 June 2011




The internet provides a wide range of technologies that enable health professionals to communicate with people. It ultimately may soon be the primary source for an individual searching for healthcare information, even for emerging economies such as Turkey. This study aims to examine how perceived benefits, perceived quality, and reliability of electronic health (e‐health) information affect intention to repeat e‐health information search behavior.


Through an announcement on one of the well‐known health web sites in Turkey, 376 out of 386 valid and complete responses were received via an online survey. The data were analyzed using exploratory factor analysis and multiple regressions analysis.


Results of the study indicate that the personal health issues component of perceived benefit has received the most consistent support as the factor that influences future health information search intention on the internet.

Research limitations/implications

Research findings show that consumers use health web sites as a complementary tool rather than self‐diagnosing. Considering this, suggestions were made for web site designers to concentrate on information needs of consumers especially on personal health issues. Nevertheless, scope of data collection and focusing on intention rather than actual e‐health search behavior are the limitations of this study.


The internet was used by 45 percent of Turkish internet users for searching health‐related information approximately in 2009. So, how do these e‐health information seekers evaluate the benefits, quality, and reliability of e‐health information? Do benefits, quality, and reliability of e‐health information affect future e‐health information search intention? This study is unique in addressing all these questions for Turkish internet users.



Yaşin, B. and Özen, H. (2011), "E‐health information search intentions of Turkish internet users", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 5 No. 2, pp. 135-152.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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