Understanding the online health information user profiles in Korea: from a psychological perspective.

This study was conducted to explore the profiles of online health information users in terms of certain psychological characteristics and to suggest guidelines for the provision of better user-oriented health information service. The cross-sectional study design was used with convenient sampling by Web-based questionnaire survey in Korea. To analyze health information user profiles on the Internet, a two-step cluster analysis was conducted. The results reveal that online health information users can be classified into four groups according to their level of subjective knowledge and health concern. The findings also suggest that four clusters that exhibit distinct profile patterns exist. The findings of this study would be useful for health portal developers who would like to understand users' characteristics and behaviors and to provide more user-oriented service in a satisfactory manner. It is suggested that to develop a full understanding of users' behaviors regarding Internet health information service, further research would be needed to explore users' various needs, their preferences, and relevant factors among users across a variety of health problem-addressing Web sites at different professional levels.