Research in Social and Administrative Pharmacy
Volume 1, Issue 2 , Pages 289-309, June 2005

Direct-to-consumer advertising via the Internet: The role of Web site design☆☆

  • Saurabh S. Sewak, Ph.D.

      Affiliations

    • Roger Green and Associates, USA
    • ,
  • Noel E. Wilkin, R.Ph., Ph.D.

      Affiliations

    • Department of Pharmacy Administration and Research Institute of Pharmaceutical Sciences, 223 Faser Hall, The University of Mississippi, University, MS 38677, USA
    • Corresponding Author InformationCorresponding author. Tel.: +1 662 915 7262; fax: +1 662 915 5102.
    • ,
  • John P. Bentley, R.Ph., M.B.A., Ph.D.

      Affiliations

    • Department of Pharmacy Administration and Research Institute of Pharmaceutical Sciences, 223 Faser Hall, The University of Mississippi, University, MS 38677, USA
    • ,
  • Mickey C. Smith, R.Ph., Ph.D.

      Affiliations

    • Department of Pharmacy Administration and Research Institute of Pharmaceutical Sciences, 223 Faser Hall, The University of Mississippi, University, MS 38677, USA

Abstract 

Background

Recent attempts to propose criteria for judging the quality of pharmaceutical and healthcare Web sites do not distinguish between attributes of Web site design related to content and other attributes not related to the content.

Objectives

The Elaboration Likelihood Model from persuasion literature is used as a framework for investigating the effects of Web site design on consequents like attitude and knowledge acquisition.

Methods

A between-subjects, 2 (high or low involvement)×2 (Web site designed with high or low aspects of visual appeal) factorial design was used in this research.

Results

College students were randomly assigned to these treatment groups yielding a balanced design with 29 observations per treatment cell. Analysis of variance results for the effects of involvement and Web site design on attitude and knowledge indicated that the interaction between the independent variables was not significant in both analyses. Examination of main effects revealed that participants who viewed the Web site with higher visual appeal actually had slightly lower knowledge scores (6.32) than those who viewed the Web site with lower visual appeal (7.03, F1,112=3.827, P=.053).

Conclusions

Results of this research seem to indicate that aspects of Web site design (namely aspects of visual appeal and quality) may not play a role in attaining desired promotional objectives, which can include development of favorable attitudes toward the product and facilitating knowledge acquisition.

Keywords: Cyber-promotion of pharmaceuticals, Attributes of Web site–design, Attitude, Knowledge acquisition, Central aids

To access this article, please choose from the options below

Login to an existing account or Register a new account.

  • Purchase this article for 25.00 USD (You must login/register to purchase this article)

    Online access for 24 hours. The PDF version can be downloaded as your permanent record.

  • Subscribe to this title

    Get unlimited online access to this article and all other articles in this title 24/7 for one year.

  • Claim access now

    For current subscribers with Society Membership or Account Number.

  • Visit SciVerse ScienceDirect to see if you have access via your institution.
 

☆ Findings of this research were presented at the 20th Annual Advertising and Consumer Psychology Conference in Seattle, Wash.

PII: S1551-7411(05)00044-6

doi:10.1016/j.sapharm.2005.03.012

Research in Social and Administrative Pharmacy
Volume 1, Issue 2 , Pages 289-309, June 2005

Article Tools

* Image Usage & Resolution