A Study On The Influencing Factors Of Information Seeking Behavior Of "Women’s Health" In Social Media Based On CMIS Model

People’s health is an important symbol of national prosperity and national prosperity,and women are a special group in the process of social development.Safeguarding women’s health is not only the basic embodiment of women’s right to survival and development,but also an important indicator to measure the perfection of a social security system,and the inevitable manifestation of social progress.With the advancement of "Internet+medical and health",social media,as an important platform for health information dissemination,has become an important source for users to obtain health information,and the search behavior of health information of social media user groups has increasingly become the focus of academic attention.Based on this,this paper adopts the method of quantitative research to study the factors that affect the information seeking of "women’s health" on social media platforms.Based on the comprehensive model of information seeking,this study constructed an expanded model of influencing factors of social media platform "women’s health" information seeking,introduced antecedent variables of health awareness,combined with the information adoption model,introduced variables related to two information carrier characteristics of information quality and source credibility,collected data through questionnaire and verified relevant research hypotheses by using structural equation model.The study found that in terms of demographic factors,users of different ages,incomes and education levels have significant differences in the impact of perceived usefulness of social media.In terms of health-related factors,direct experience had no significant effect on perceived usefulness of social media.Significance,belief and health awareness have significant positive effects on perceived usefulness of social media.In terms of information carrier related factors,information quality and source credibility have significant positive effects on perceived usefulness of social media.The perceived usefulness of social media has a significant positive effect on women’s health information seeking behavior;Perceived usefulness of social media plays a complete mediating role in information quality and health information seeking behavior,and a partial mediating role in source credibility and health information seeking behavior.Based on previous studies,this study further verified the impact of health-related factors on the utility of information carriers and provided empirical support for the comprehensive model of information seeking.Meanwhile,combined with women’s health issues,this study verifies the influence of health awareness as a variable,and finds that health awareness has a significant impact on women’s health information seeking behavior.Finally,this study introduced the information adoption model,clarified the definition of the characteristics of the information carrier theoretically,and tested it in the context of "women’s health" information seeking in China,which enhanced the stability and applicability of the comprehensive information seeking model.Based on the above research results,this study puts forward the following countermeasures and suggestions,hoping to better promote women’s health communication and improve women’s health environment.That is to strengthen the information seeking security,bridge the digital divide;Improve the information control mechanism to ensure the quality of the platform;Enhance information seeking and knowledge acquisition.