Research On Influencing Factors Of Health Information Adoption Intention On WeChat Official Accounts

In recent years,social media represented by WeChat and Weibo has been deeply integrated into all aspects of user life with the rapid development of mobile Internet technology.It has become a national-level application covering hundreds of millions of users and has already become an important way for users to obtain information.At the same time,with the improvement of health awareness of users,the demand for highquality health information has increased dramatically.The acquisition of health information through WeChat Official Accounts has become an important source of people’s access to health information.Although there are many self-media and medical institutions that publish various types of health information through the WeChat public account,however,this does not mean that health information is fully disseminated and utilized.Users often choose health information that they need according to their own preferences and experience.So what factors will affect users’ attitude and follow-up behavior of adopting health information? How do these factors affect user health information adoption? In addition,due to the virtuality,uncertainty and other characteristics of social media,users are often harmed by false information and harmful information,especially health-related information.A slight carelessness may lead to wrong decisions and behaviors.Therefore,how to better promote the health information to be known and adopted by the public will help promote the dissemination and utilization of high-quality health information,and ultimately improve the health literacy and wellness of the whole society.Based on the investigation of a large number of previous literatures,this paper summarizes the related research on the adoption of health information at home and abroad,introduces health belief theory,information adoption theory,trust,etc.,and use gender and age as a moderator variable between threat assessment,result expectation and self-efficacy and the willingness to adopt health information,constructs the theoretical model of influencing factors of health information adoption intention in the WeChat public number context,explore and verify the key factors affecting users’ adoption of health information,and try to clarify the mechanism of these influencing factors on users’ willingness to adopt,and then provide optimization solutions for the health information generation and operation of self-media and medical institutions according to the research conclusions,finally promote the dissemination and utilization of massive amounts of quality health information in social media.In this study,date were collected by questionnaires,and the research model was verified and analyzed through Smart PLS software.The results show that perceived threat severity,perceived benefit,perceived cost and self-efficacy all significantly affected users’ willingness to adopt health information;Trust is one of the key factors affecting users’ adoption of health information on WeChat public account,and the trust of users mainly come from the quality of health information and the source credibility on WeChat public account,but users tend to judge the authenticity of health information through source credibility,then to decide whether to adopt health information.Gender factors have no significant effect on the relationship between threat assessment,outcome expectation,self-efficacy and willingness to adopt health information.The age factor has a significant moderate effect on the relationship between perceived threat severity,perceived cost,self-efficacy and willingness to adopt health information.This research has certain application value,and provides reference for the production,dissemination and operation strategies of health information of self-media and medical institutions.Finally,the paper elaborates on research limitations and future research prospects.