Smoking Cessation and the Internet: A Qualitative Method Examining Online Consumer Behavior

BACKGROUND: Smoking is a major preventable cause of disease and disability around the world. Smoking cessation support — including information, discussion groups, cognitive behavioral treatment, and self-help materials — can be delivered via the Internet. There is limited information about the reasons and methods consumers access smoking cessation information on the Internet. OBJECTIVES: This study aims to determine the feasibility of a method to examine the online behavior of consumers seeking smoking cessation resources. In particular, we sought to identify the reasons and methods consumers use to access and assess the quality of these resources. METHODS: Thirteen participants were recruited via the state-based Quit® smoking cessation campaign, operated by the Victorian Cancer Council, in December 2001. Online behavior was evaluated using semi-structured interviews and Internet simulations where participants sought smoking cessation information and addressed set-case scenarios. Online interaction was tracked through pervasive logging with specialist software. RESULTS: Thirteen semi-structured interviews and 4 Internet simulations were conducted in January 2002. Participants sought online smoking cessation resources for reasons of convenience, timeliness, and anonymity — and because their current information needs were unmet. They employed simple search strategies and could not always find information in an efficient manner. Participants employed several different strategies to assess the quality of online health resources. CONCLUSIONS: Consumer online behavior can be studied using a combination of survey, observation, and online surveillance. However, further qualitative and observational research is required to harness the full potential of the Internet to deliver public health resources.