| People's living standards are improving day by day,and more and more users pay more attention to health issues.With the development of the Internet,a large number of users are keen to search for health information online.Online health information search behavior refers to that users search,browse and select relevant health information on the Internet driven by their own health information needs.Online health community focuses on health topics,strives to provide all kinds of health information,and creates a multi role interactive health ecological community,which has increasingly become the main position for people to obtain health information.However,due to the openness and complexity of the online environment,the information in the online health community platform is not only comprehensive and diverse,but also redundant and mixed,which will affect the appropriate and reasonable health behavior and decision-making of users.In the past,few studies focused on the health information search behavior of users in the online health community.This paper mainly explores the influencing factors of the health information search behavior of users in the community,in order to help the online health community to clarify the characteristics of user search behavior,and provide some theoretical guidance for the improvement of domestic online health community service.Based on Elm model,combined with information demand theory,information adoption model and information system success model,this paper puts forward hypotheses for key variables such as information quality,source credibility and information carrier quality,and takes online health community as the research carrier to build a research model for influencing factors of health information search behavior of users in the community.It uses partial least squares structural equation model to analyze the influencing factors of health information search behavior.The results show that: For the edge path,the user's information usefulness perception and emotional response are significantly positively affected by the credibility of the source and the quality of the information carrier.For the central pathway,users' information usefulness perception and emotional response are significantly positively affected by information quality.The impact of information quality on users' attitude perception is greater than that of information carrier quality,but less than that of source credibility.The relationship between information quality and source credibility and users' information usefulness will be negatively regulated by user motivation variable information needs.However,the moderating effect of user information demand on the relationship between information carrier quality and information usefulness perception is not significant.Combined with the results of empirical research,this paper discusses the development and improvement of online health community.In online health community,information content is still the first key factor,and the quality of information carrier also needs to be paid attention to.Because of the particularity of health information,the source credibility is particularly important.Platform operators can subdivide user groups according to different levels of information needs,and then change the presentation of health information in online health community.Enhance the stickiness of all kinds of users in the online health community,and promote the better development of the platform. |
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