The moderating factors that influence trusting intentions towards online doctors

Abstract

The last few years have seen the arrival of virtual doctor services that can be accessed at any time, on any smart device and like other e-commerce activities there is an extra element of doubt, anonymity and risk. Transacting online depends on the individual’s belief that the other party is honest, benevolent and competent. Consumers need to decide which online doctors are trustworthy and doctors need to demonstrate they can be trusted. This study conducted an online survey with 93 valid responses to explore the moderating factors that guide trusting intentions towards engaging with online doctors. The results indicate that like e-commerce websites, structural guarantees around privacy, security and third-party assurances are essential. However, consumers also rely on instinct when making a judgement of trustworthiness and in this context, they consider the overall design of the website when forming a decision to trust.