Research On Effect Of Users' Online Health Information Seeking Behavior Based On Stimulus-Organism-Response Theory

With the continuous improvement of people's living standard,the public's health awareness is gradually enhanced,and the access to health information is becoming more and more diversified.Because of its open access and convenience,Internet has become an important channel for people to obtain health information.However,in the current complex online environment,a large number of errors,falsehood,forgery and even disturbing information are randomly enterd,the quality of health information is mixed.Moreover,due to the influence of users' and own health literacy,information technology level and individual cognition,the seeking effect of users' online health information is difficult to reach the expected level.The Stimulus-Organism-Response(S-O-R theory)puts the user in the center position,and its core idea is that the external environment stimulus variables have the impact on the body's interior and thus make the approaching or evading behavior.Therefore,from the perspective of users,this paper discusses the effect of users' online health information seeking behavior based on Stimulus-Organism-Response theory,and draws the targeted optimization enlightenment according to the conclusion,in order to provide useful reference for the development of online health information service in the future.In this study,the literature research method was firstly used to systematically sort out the research on online health information seeking behavior and the information seeking behavior effect,clearly defines the related concepts and their connotations,clarifies the measurement dimension of online health information seeking behavior effect,and expounds the Stimulus-Organism-Response theory in detail.Empirical research part mainly use participation observation and semi-structured interview method,based on Stimulus-Organism-Response theory,studies the differential settings of stimulus variables,organism variables and response variables to obtain the subjective and objective data of users' online health information seeking behavior effect,and through the three dimensions of fitness degree,satisfaction degree,utilization degree to carry on the effect data analysis.The results show that there are differences in the effect of seeking behavior of users' online health information when stimulus variables,organism variables and response variables are different.Analysis on the effect of online health information seeking behavior of multiple stimulus sources shows that factual tasks are better than interpritive tasks than exploratory tasks in terms of fitness degree,satisfaction degree and utilization degree,indicating that the difficulty of online health information seeking tasks is inversely proportional to the seeking effect,that is,the more difficult the seeking task is,the worse the seeking effect is.Analysis of the effect of online health information seeking under different organism variables shows that the fitness degree of higher education level group is higher than that of lower education level,while satisfaction degree and utilization degree are lower than that of lower education level;the fitness degree of male group is lower than that of female group,but the satisfaction degree and utilization degree are higher than that of female group.The analysis of online health information seeking effect under different response variables shows that,in terms of fitness degree and satisfaction degree,the returning reselected web page mode is lower than the following link mode than the reconstructing retrieval mode than the changing retrieval platform mode,and in terms of utilization degree,the trust degree of the following link mode was lower than the reconstructing retrieval platform mode than the returning reselected web page mode than the returning reselected web page mode.Finally,based on the results of empirical analysis,this paper puts forward the optimization enlightenment from three parts: stimulus variable,organism variable and response variable,which mainly includes improving online health information quality and user value perception,setting up vertical search classification column in hot health field,strengthening information service construction,promoting user information search skills,providing differentiated information service based on group characteristics.