双路径视角下在线健康社区用户健康信息搜寻行为影响因素研究

Research on Influencing Factors of Users’Health Information Seeking Behavior in Online Health Community Based on the Perspective of Dual Paths

文章主要探究用户健康信息搜寻行为影响因素,以期帮助在线健康社区明确用户搜寻行为特征,并对国内在线健康社区服务提升提供一定理论指导。本文依托ELM模型,结合信息需求理论以在线健康社区为研究载体,构建社区内用户的健康信息搜寻行为影响因素研究模型,通过问卷调查获得用户数据,采用偏最小二乘法结构方程模型进行实证研究,分析健康信息搜寻行为的影响因素。结果发现:对于边缘路径,用户的信息有用性感知和情感反应受到信源可信度和信息载体质量的显著正向影响;对于中心路径,用户的信息有用性感知和情感反应受到信息质量的显著正向影响;信息质量和信源可信度与用户的信息有用性感知之间的关系都会受到用户动机变量信息需求的负向调节作用。

This paper mainly explores the influencing factors of users’health information search behavior,in order to help the online health community to clarify the characteristics of users’search behavior,and provide some theoretical guidance for the improvement of domestic online health community service.Based on the ELM model and combined with information need theory,this paper takes online health community as the research carrier,constructs the research model of influencing factors of health information search behavior of users in the community,obtains user data through questionnaires,and conducts empirical research by using partial least squares structural equation model to analyze the influencing factors of health information search behavior.The results show that,for edge path,user’s information usefulness perception and emotional response are significantly positively affected by source credibility and information carrier quality;for center path,users’information usefulness perception and emotional response are significantly positively affected by information quality;and the relationship between information quality,source reliability and user information availability will be negatively regulated by the information demand of user motivation variable.