社交媒体情境下的健康信息持续搜索意愿研究——基于收支博弈视角

Research on the Continuous Intention of Health Information Seeking via Social Media——Bade on the View of Revenue-Expenditure

[目的/意义]社交媒体所蕴含的独特社会支持以及潜在的社交融合使其成为用户搜寻健康信息所依赖的重要渠道,为改善社交媒体健康信息服务质量,提升用户健康素养,最大化用户搜索收益,本文尝试从收支博弈视角解析用户在社交媒体中的持续搜索健康信息的心理路径。[方法/过程]在整合价值采纳模型与期望确认模型的基础上,权衡用户在持续健康信息搜索中对收益、付出的博弈,强调其对价值的感知,构建社交媒体情境下的健康信息持续搜索意愿模型,利用SmartPLS软件根据505份有效样本对模型进行验证。[结果/结论]研究表明,平台的技术特性和便利性可有效提升用户对社交媒体健康信息搜索价值的感知,当用户搜索健康信息时会弱化对社交平台风险的感知,而健康信息的有用性才是影响用户感知价值的和达到满意的根本,从而进一步促进用户在社交媒体上的持续健康信息搜索。

[Purpose/Significance]Social media has become an important way for users seeking health information.In order to develop more effectively health information services on social media,it is necessary to study the users'behavior and influencing factors of health information seeking via social media.[Method/Process]In this paper,the Value-based Adoption Model and the Expectation Confirmation model were combined to build a research model of continuous intention to use social media on health information seeking.505 samples were collected by questionnaire and tested by SmartPls.[Result/Conclusion]Results indicated that information usefulness and convenience could increase users'perceived benefits and had positive effect on perceived value further.Perceived value could positively affect the continuance intention.Information usefulness and perceived value could positively affect the continuance intention by increasing user satisfaction.User satisfaction then on users'sustained willingness.User satisfaction had a significant direct impact on the continuance intention.