Direct-to-consumer (DTC) prescription drug brand websites, as a form of DTC advertising, are receiving increasing attention due to the growing number and importance as an ad and a consumer information source. This study examined consumer trust in a DTC website as an important factor influencing consumers' attitude toward the website and behavioral intention. Applying the conceptual framework of website trust, the particular focus of investigation was the effect of the website trust cue factor on consumers' perceived DTC website trust and subsequent attitudinal and behavioral responses. Results show a significant relation between the website trust cue factor and consumers' perceived DTC website trust. Perceived DTC website trust, in turn, was found to be significantly associated with consumers' attitude toward the DTC website and behavioral intention.
Bibliographical noteFunding Information:
This study was funded by a grant from the University of Minnesota. Address correspondence to Jisu Huh, School of Journalism and Mass Communication, University of Minnesota, 206 Church St. SE, Minneapolis, MN 55455, USA. E-mail: jhuh@ umn.edu