Research On Influencing Factors Of User’s Health Information Surrogate Search Behavior In Internet Environment

In the context of Web 2.0,the Internet has become one of the important channels for people to obtain health information,which has changed people’s behavior pattern of obtaining and utilizing medical information services.Although the Internet has provided great convenience for the public in accessing health information,the existence of the digital divide has led to an unequal utilization of the Internet in accessing health information.The study found that have a great group of people they don’t use the Internet,but by using other network personal instead they use the Internet for Health Information,this phenomenon is called alternative Search Online Health Information（Online Health Information Substituting Search）.This study conducted an investigation on online health information substitution search behavior,explored the factors influencing users’ online health information substitution search behavior and the relationship between them,which was helpful to understand the internal rules of users’ online health information substitution search behavior and improve users’ ability to obtain online health information.In this study,qualitative and quantitative methods were used to study the influencing factors of health information substitution search behavior in the Internet environment.This study firstly adopts the qualitative research method of grounded theory,and excavates the influencing factors of online health information substitution search behavior by sorting out the interview data of 18 online health information substitution search users.After that,combined with literature research and in-depth interview results,this study summarized the factors that influence users’ online health information alternative search behavior and constructed a model of influencing factors,on the basis of which a survey questionnaire was prepared.The questionnaire was released through the professional questionnaire survey website,the questionnaire star,through baidu.com and sina weibo,and a total of 353 valid questionnaires were collected.The study used SPSS24 to carry out descriptive statistics on the data,and analyzed the differences of users’ different demographic characteristics in online health information substitution search behavior.Then,the hypothesis and the influencing factor model were tested by using Smart PLS software to analyze the influencing factors and the interaction mechanism of users’ online health information substitution search behavior.The study found that Internet users under the environment of alternative health information search behavior exist differences in demographic characteristics,young,high level of high degree of education,family economic users are more likely to be alternative online health information search behavior,married alternative users of online health information search behavior of higher frequency.Social support and information source characteristics have significant positive effects on online health information substitution search behavior of users.In addition to neuroticism,conscientiousness,agreeableness,openness and extraversion all had significant positive effects on user perception of social support.And through social support to influence the online health information of users to replace the search behavior.Based on the results from the government,the library,and the perspective of network health information platform is put forward some Suggestions,on the one hand,can be for the government to help older,low degree of education,family economic level low users to promote health information literacy and information search capabilities to provide the reference suggestion,called on the government to play a dominant force in society,pay attention to people’s health needs,to do a good job of the government support;On the other hand,it can provide decision support for libraries and network health information platform to carry out health information service.