Credibility and Reliance of Cancer Related Information on the Internet and Colorectal Cancer Screening

Background: Health information provided on the Internet has recently been eyed by consumers and healthcare providers as a means of communication by which to improve health through increased colorectal cancer screening. Objective: The primary objective is to investigate to what extent consumers are better educated with health information on the Internet about colorectal cancer screening in a national sample aged 55 and over. The secondary objective is to identify how better-informed consumers, with reliable and trustworthy health information, are enabled to make sound decisions to have colorectal cancer screening. Method: Data were analyzed from the 2003 Health Information National Trends Survey, a U.S. random-digit dial study. People aged 55 and older were classified based on their compliance with recommended colorectal cancer screening. The study applies the PRECEDE-PROCEED Model with probit regression to analyze health communication (i.e., media exposure, information seeking, credibility and reliance, and accessibility) and to evaluate the effects of internet related health information on colorectal cancer screening. Results: Credibility and reliance (e.g., trust, confidence, and satisfaction) of cancer related information on the Internet is significantly associated with compliance with colorectal cancer screening. Experiences and psychological aspects of using the Internet have significant impacts on the utilization of colorectal cancer screening. Conclusion: The results suggest that designing and implementing colorectal cancer related health message on the Internet should emphasize credibility, reliance, and updated information that have the potential contribution to the decision of colorectal cancer screening.