orCloseCorresponding Author:Bo Liang, MS, MBADepartment of MarketingDavid Eccles School of BusinessUniversity of Utah1655 East Campus Center DriveSalt Lake City, UTUnited StatesPhone: 1 480 309 3478Fax:1 801 581 3152Email: ABSTRACTBackground: Internet users use search engines to look for information online, including health information.