在线用户健康信息采纳与分享行为的产生机理差异研究

A Study of the Differences in the Mechanisms of Generating Health Information Adoption and Sharing Behaviors of Online Users

摘要: 《健康中国2030》的纲要强调了社交媒体在健康信息传播中的应用。社交媒体促成的健康知识交流在很大程度上依赖于接受者采纳和分享知识的行为，这取决于他们对来源、内容以及信息源的综合感知。然而，这些因素对健康信息采纳和分享行为影响的差异性却很少得到关注。基于精细加工可能性模型和用户参与的相关理论文献，以医疗健康类微信公众号为背景，从中心路径(信息质量)和边缘路径(来源可信度、内容感知价值和感知有用性)出发，探究用户对健康信息采纳和分享行为的影响机制及其差异。为验证所提模型和假设，采用在线情景问卷调研方法收集数据并实证检验，结果显示：1) 内容感知价值和有用性对两种用户互动行为的影响均显著强于来源可信度和信息质量；2) 感知有用性对采纳行为的影响显著强于分享行为。研究结论丰富了在线健康信息用户参与相关的文献，并为医疗机构有效利用社交媒体进行健康信息传播提供实践参考。

Abstract: The outline of Health China 2030 emphasizes the use of social media in health information communication. Health knowledge communication enabled by social media relies heavily on recipients’ knowledge adoption and sharing behaviors, which depend on their combined perceptions of sources, content, and information sources. However, little attention has been paid to the variability of the impact of these factors on health information adoption and sharing behaviors. Based on the fine-grained processing likelihood model and the theoretical literature related to user engagement, the central path (information quality) and the marginal path (source credibility, perceived value of content, and perceived usefulness) are used to explore the mechanisms of user influence on health information adoption and sharing behaviors and their differences in the context of medical and health WeChat public websites. To test the proposed model and hypotheses, online situational questionnaires were used to collect data and test them empirically. The results show that 1) Content perceived value and usefulness have significantly stronger effects on both user interaction behaviors than source credibility and information quality; 2) Perceived usefulness has significantly stronger effects on adoption behaviors than sharing behaviors. The findings enrich the literature related to online health information user engagement and provide practical references for healthcare organizations to effectively use social media for health information dissemination.