Website Users' Perceptions Of Source Credibility Through Online Doctor Profiles: Cultural Differences Based On Doctors' Approach To Medicine

Using a between-subjects experimental design with an online post-test survey, the perception of a bio-psychosocial approach in relation to physician credibility was investigated. One hundred and fifty-five participants who were 19-62 years of age participated in the study. The major findings of this study include: (a) no gender differences were found in terms of the three sub-concepts of physician credibility, and (b) white participants preferred a bio-psychosocial approach to medicine while participants of color equally valued biomedical and bio-psychosocial approaches to medicine when controlling for attitude homophily and perception of the webpage esthetic.