微博用户健康信息采纳意愿影响因素研究

Research on Influening Factors of Users'Health Information Adoption on Weibo

目的:探讨影响微博用户健康信息采纳意愿的因素,为平台和信息发布者提供针对性建议,以优化公共健康的信息化服务建设。方法:基于信息论,结合信息采纳模型、健康信念模型和社会支持理论,从信息特征、用户认知和平台环境3个维度构建理论模型,通过便利抽样和随机抽样相结合的方式发放线上问卷,采用偏最小二乘结构方程模型方法对收集到的396份有效问卷进行分析。结果:信息质量和来源可信度对感知行动利益的直接效应分别为0.318和0.280。感知信息支持和感知情感支持对健康自我效能的直接效应分别为0.193和0.212,对采纳意愿的直接效应不显著。健康信息搜寻对健康自我效能的直接效应为0.313,对采纳意愿的直接效应为0.201。感知行动利益和健康自我效能对采纳意愿的直接效应分别为0.223和0.240,而感知威胁未对采纳意愿产生显著作用。结论:信息因素和平台因素均通过影响用户认知来间接影响采纳意愿,过往的搜寻行为对用户认知和采纳意愿均有显著影响。未来微博平台和健康信息发布者应从强化内容审核、优化用户体验和鼓励用户参与等维度采取措施,满足微博用户的健康信息需求。

Objective:To explore the influencing factors of users'health information adoption on Weibo,so as to provide targeted suggestions for the platform and information publishers as well as to improve the social health information service system.Methods:Based on Information Theory,the theoretical model was constructed by integrating information adoption model,health belief model and social support theory from the 3 dimensions of information characteristics,user cognitive and platform environment.The research data were collected by online questionnaires through convenient sampling and random sampling and the 396 valid questionnaires were analyzed by the partial least squares structural equation model.Results:It was found that the direct effects of information quality and source credibility on perceived action benefits were 0.318 and 0.280 respectively,the path coefficents of perceived information support and perceived emotional support and health self-efficacy were 0.193 and 0.212,but the direct effects on adoption intention were not significant.Health information searching has influence on both health self-efficacy and adoption intenion,and the direct effects were 0.313 and 0.201 respectively.The effects of perceived action benefit and health self-efficacy on adoption intention were 0.223 and 0.240,while the effect of perceived threat on adoption intention was not statistically significant.Conclusion:Both information factors and platform factors indirectly affect adoption intention by affecting user cognition.Past search behavior has a significant impact on user cognition and adoption intention.Weibo platform and health information publishers should take measures from the dimensions of strengthening content review,encouraging user participation and optimizing user experience to meet the health information needs of citizens.