Research On The Behavior Characteristics Of Consumers' Health Information In The Network Q&A Community

In recent years,people pay more and more attention to their own health;more and more consumers are actively involved in the field of health care.They want to control their own and the health of their families.The rapid growth and popularity of the Internet has made consumers more convenient and quick access to health information.Therefore,this study focused on the consumer explore the characteristics of health information behavior in the social network community to reveal the health information needs of consumers and seeking behavior and analysis of the impact of health information seeking behavior on demand type.Finally,according to the results of the analysis,we put forward scientific constructive opinions to the website builder,individual and hospital.This paper takes the grounded theory spirit,based on discussion and analysis of the literature on the construction of consumers in Network Q & A community health information behavior analysis framework,which mainly includes the characteristics of health information needs and health information seeking behavior characteristics of the two part.Health information needs features include the needs of the user's identity and information need categories.The needs of the user's identity analysis is mainly refers to the health information needs of their own,others or not.Health information needs category mainly include the cause of disease,symptoms,treatment,etc.Information seeking behavior characteristics refers to analysising of consumer health information seeking behavior from three levels of action,cognition and emotion and the process will follow the eight stage of health information.Finally,we analyze the impact of health information needs on seeking behavior.In this study,we collected 395 questions of the "Baidu knows" health module.With the method of content analysis to the problem of the meaning of each category,the use of spindle encoding method to quantitative statistics,variance analysis and logistic regression analysis for each category encoding.Research results show,Consumer demand for health information category has a variety of characteristics,from the causes,symptoms,treatment modalities to medical policy,etc,and the most demand is the way of treatment.Consumer health information seeking behavior has a wide range of characteristics;there is not only a description of the symptoms at the level of action,the expression of the problem situation.And in the cognitive and emotional aspects of the elements also show diversity.Consumers have time sensitivity and difference in behavior,cognitive and emotional level.For example,in the first stage,the level of behavior is described as' description of symptoms',and in the fourth stage is more 'expression of the problem situation'.The main theoretical contributions of this study are two points: The first,constructing the analyses frame of the consumer health information seeking behavior of the network Q & a community;the second,revealing that the behavior of health information in the network Q & A community has different stages and differences.Based on the findings of the study,the practical implications are Optimizing the usability of the question and answer community of the health class and improving the module design of the question answering community;improving the level of medical advisory services under the line and inciting the medical staff pay attention to patients in the medical treatment process emotional needs.