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This study examined how medical practitioners make decisions on what constitutes quality Online Medical Information (OMI). The study seeks to understand the factors that are considered in arriving at a decision to use medical information provided online given the probable consequences if found to be erroneous.

The study used choice-based conjoint analysis with Hierarchical Bayes (HB) estimation methods, to examine online medical information quality choices of 242 medical practitioners. The methodology was theoretically guided by the Random Utility Theory (RUT) and Consumption Values Theory (CVT)

In the order of importance, the findings indicate that during online medical information seeking, the source of the information and its up-to-dateness are the most important quality criteria physicians look out for when assessing OMI. In general, the OMI consumption behaviour of …