Study On Health Information Seeking Behavior Of Rural Residents And Its Influencing Factors ——Research On Baixiang Town,Qinyang City,Henan Province

Health is an inevitable requirement for promoting people ' s all-round development and a basic condition for economic and social development.The Party and the State have always attached great importance to people 's health.In October2016,the State Council issued the ' Healthy China 2030 ' Plan Outline ',putting health in a strategic position of priority development,and promoting the integration of health concept into the whole process of public policy formulation and implementation.China is the world ' s largest population and agricultural country,agriculture,rural areas and farmers has been our focus and basic issues;only China ' s rural areas to achieve a comprehensive well-off,is the people ' s comprehensive well-off.At present,the research on health communication mainly focuses on urban health communication,and the research on health communication in rural areas is relatively less.Weak rural areas can not have strong China,the great brilliant ' Chinese dream ' must contain the rural well-off dream;similarly,a complete health communication research must include the health communication research of rural people.Based on the above background,this study mainly discusses the health information seeking behavior of rural residents,and what factors affect the health information seeking behavior of rural residents.In this study,Baixiang Town,Qinyang City,Henan Province is selected as the research site.Through questionnaires and in-depth interviews,the current situation of health communication in the survey area,the basic situation of residents ' health information seeking behavior,and the influencing factors of health information seeking behavior are understood.After sorting out the relevant literature,combined with the theory of planned behavior and the extended parallel process model,the independent variables were selected as self-efficacy,subjective norm,behavior attitude and risk perception,and the dependent variable was the health information search behavior of rural residents.The questionnaire was prepared,and the questionnaire was distributed through the combination of online and offline.The data were collected to analyze the factors affecting the health information seeking behavior of rural residents.The study found that the health information seeking behaviors of rural residents with different ages,educational levels,occupations and monthly incomes were significantly different,while the health information seeking behaviors of rural residents with different genders were not significantly different.Self-efficacy has a significant positive impact on rural residents ' health information search behavior.Subjective norms have a significant positive impact on rural residents ' health information search behavior.Behavioral attitude has a significant positive impact on rural residents ' health information search behavior.Risk perception has no significant positive effect on rural residents ' health information search behavior.Finally,in view of the current situation of health communication,based on the above research results,some countermeasures and suggestions are put forward for optimizing health communication in rural areas : improve the resolution and interpretation ability of rural residents to health information;conduct relevant skills training for middle-aged and elderly groups;improve the health awareness of rural residents;pay attention to the role of ' important others '.It is expected that this study can provide useful reference and positive guidance for improving the effect of rural health communication and improving the health literacy of rural residents.