Research On Users’ Health Information Adoption And Sharing Willingness Based On Social Question-And-Answer Community

Background:With the rapid rise of social networks,social Q&A community plays an increasingly important role in health information dissemination.More and more Internet users tend to search for relevant health information in the social Q&A community to meet their own health information needs,especially after various search engines failed.At the same time,government agencies also pay more attention to the work of improving public health literacy through health information communication intervention.As a very important media role in the process of health information dissemination,social Q&A community users’willingness to adopt and share health information can directly affect the scope and depth of health information dissemination.In this study,we conducted an in-depth analysis on the influencing factors of health information adoption and sharing willingness of users in social Q&A community.Subjective:（1）mining and analyzing the health information behavior characteristics of users in social Q&A community to infer the demographic distribution of users in social Q&A community;（2）based on different classical theories,this paper establishes the user health information adoption and sharing willingness model of social Q&A community,enriches the theoretical basis of related research;（3）to explore the influencing factors of users’willingness to adopt and share health information,and to find the interaction among the influencing factors;（4）based on the research results,this paper puts forward corresponding countermeasures and suggestions for the optimization of health information service based on social Q&A community.Methods:Through text analysis,this paper analyzes the keyword extraction and topic discovery of user generated health information in social Q&A community.Based on UTAUT model,social cognitive theory and motivation theory,this paper constructs user health information adoption intention model and user health information sharing intention model in social Q&A community.The structural equation was used to verify the significance of the influencing factors of health information adoption and sharing intention of users in social Q&A community.Based on hierarchical regression,the moderating or mediating effects of different influencing factors were found.Results:Performance expectation(β_PE=0.282,P<0.001),social influence(β_SI=0.238,P<0.05)and facilitating conditions(β_FC=0.279,P<0.01)had significant positive effects on the willingness to adopt health information of users in social question-and-answer communities.Gender had a significant moderating effect on performance expectation and users’willingness to adopt health information(β_gender*PE=-0.170,P<0.05),and professional background had a significant moderating effect on social influence,facilitating conditions and users’willingness to adopt health information(β_{professional background*SI}=0.156,P<0.05;β_{professional background*FC}=0.153,P<0.05).Altruism(β_AL=0.264,P<0.001),intrinsic reward(β_IR=0.260,P<0.05),self-efficacy(β_SE=0.468,P<0.001)and community influence(β_FC=0.277,P<0.01)had significant positive effects on the willingness to share health information of users in social question-and-answer communities.Whereas extrinsic reward(β_ER=0.351,P<0.001)had a negative effect on the willingness of users to share health information in social question-and-answer communities.At the same time,self-efficacy had a significant partial mediating effect between community influence and users’willingness to share health information（β=0.147,29.15%,0.147/0.505）.Conclusion:User’s health information adoption intention and sharing intention are two continuous links in the process of health information dissemination.Intervention measures should be formulated more systematically when carrying out health intervention related work.Focusing on improving the social atmosphere of the social Q&A community,optimizing the information retrieval mechanism,establishing an effective way of mutual evaluation of users’Q&A,strengthening the protection of users’personal privacy information,and providing targeted health information services according to the characteristics of different groups can significantly enhance the users’willingness to share and adopt health information in the social Q&A community.