Research On Women Cancer Information Seeking Behavior Of Mobile New Media

The number of health information from Mobile new media has reached unprecedented level.Followed by this trend,mobile health information seeking behavior began to appear,which has become an effective way for health diagnosis.Health behavior researchers think that when the audience is aware of a certain health(disease)risk on themselves,they could be enough to take health behavior intentions.When enter the era of new media information environment,the audience 's own sense of possibility about contracting a disease,not only from their own body reaction,also from the influence from the mobile new media.In this paper,through a questionnaire on 1080 young and middle-aged women,we found that on the one hand,media factors has significant impact on the risk perception of young and middle-aged women,intensifying the distinction between the absolute risk perception and relative risk perception.Factors from the media technical characteristics,on the other hand,with the popularity of mobile new media use,more and more women audience have higher level of confidence on seeking health information by mobile new media,and this confidence has become the main influence factors to mobile new media information query.Specific found as follows:1.Risk perception can be divided into'absolute risk perception' and `relative risk perception'.'absolute risk perception' means individuals intend to admit the possibility of female cancers,'relative risk perception' means individuals intend to avoid the possibility of female cancers.2.In the context of traditional new media,the audience's 'relative risk perception' characterized by a higher level.However there is no significant difference on 'absolute risk perception' level in the context of mobile new media and traditional new media.3.Media involvement has more significantly effect on female cancer risk perception than the media attention and media use.This suggests that the more thinking people do on mobile new media information,the greater risk perception the mobile users have4.Absolute risk perception and mobile new media query self-efficacy for mobile new media have significant positive influence on health information query intention,mobile new media query self-efficacy has stronger influence than the absolute risk perception on the influence of health information query intention.5.Relative risk of mobile new media has significant positive effect on the mobile new media query behavior,but the influence of mobile new media query intention for mobile new media health information query behavior was not significant.6.Perceived usefulness,perceived ease of use have significant influence on mobile new media query self-efficacy.Among them,the perceived usefulness has higher influence than perceived ease of use.Media involvement,perceived ease of use and perceived usefulness both have significant correlation on each other.Media intervention has more high level of correlation with perceived usefulness than with perceived ease of use.