Trusting Social Media as a Source of Health Information: Comparison Among U.S., Korea, and Hong Kong

Abstract

The Internet has increasingly become a popular source of health information by connecting individuals with health content, experts, and support. More and more, individuals turn to social media and Internet sites to share health information and experiences. Although online health information seeking occurs worldwide, limited empirical studies exist examining cross-cultural differences in perceptions about user-generated, experience-based information compared to expertise-based information sources. The aim was to investigate if cultural variations exist in patterns of online health information seeking, specifically in perceptions of online health information sources. It was hypothesized that Koreans and Hongkongers, compared to Americans, would be more likely to trust and use experience-based knowledge shared in social Internet sites such as social media and online support groups. Conversely, Americans, compared to Koreans and Hongkongers, would value expertise-based knowledge prepared and approved by doctors or professional health providers more. A survey questionnaire was developed in English first and then translated into Korean and Chinese. The back translation method ensured the standardization of questions. Surveys were administered using a standardized recruitment strategy and data collection methods. 885 participants living in metropolitan areas from three countries, United States (n = 308), Korea (n = 238), and Hong Kong (n = 339) participated in the study. We found significant cultural differences in information processing preferences for online health information. A planned contrast test revealed that Koreans and Hongkongers showed more trust in experience-based health information sources (blogs, t (451.50) =11.21, P