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The E-Commerce Model of Health Websites: An Integration of Web Quality, Perceived Interactivity, and Web Outcomes

The study integrates web quality (system quality, information quality, and service quality), perceived interactivity (human-message, human-human), and web outcomes (web usage, web satisfaction, and web loyalty) to explore the e-commerce model of health websites. A survey of 1076 users of health websites was conducted to validate the proposed model. The findings show that web quality has significantly positive effect on perceived interactivity, web usage, and web satisfaction separately, which in turn influence web loyalty. This study also confirms that perceived interactivity is an important mediator between web quality and web outcomes. This study emphasizes the importance of both web quality and perceived interactivity in the progress towards success health websites. The findings may be used as theoretical base for future research and can also offer empirical foresight to executives and managers of hospitals when they initially introduce and upgrade the health websites into their organizations.