Research On Influencing Factors Of University Students' Health Information Avoidance Behavior

With the improvement of public cultural literacy,the economic situation and living environment have gradually improved,the public's attention to health issues has continued to increase,and the demand for health information has gradually increased.In the era of big data,health information not only has redundant problems in quantity,but also varies in quality,which is disadvantageous to the improvement of public health information utilization and health information behavior.However,the health status of college students in China is very optimistic,and various diseases such as obesity,myopia,depression,etc.appear physically and psychologically.Therefore,the health management problems of college students are very serious.First,systematically sort out relevant research on user health information evasion behavior at home and abroad.In the process of sorting out the user's health information avoidance behavior,it is found that the health information search behavior is the primary condition for the user's information behavior,and it is often mentioned.The user's health information search behavior emphasizes the active acquisition of user information,that is,the user has a clear goal and a planned search for related information.However,in addition to actively searching for information,users also have active or passive evasion information.Especially when some health information will have some negative impacts on users,users will avoid health information due to various reasons and factors.This is the health information avoidance behavior.At present,the research status of health information behavior is that most of the research focuses on health information search behavior,and ignores health information evasion.In this imbalanced situation,research on health information avoidance has certain theoretical significance and practical value.Secondly,a conceptual model is constructed on the basis of the influencing factors summarized in the literature review of health information avoidance behaviors,as well as the uncertainty theory and cognitive dissonance theory.The items of the questionnaire were designed through the constructed conceptual model,which was divided into two parts of the four influencing factors at the demographic and sociological levels.A questionnaire survey was conducted among college students of different educational backgrounds and majors,and 414 valid questionnaires were obtained.The collected data was analyzed by SPSS software,and descriptive statistical analysis,reliability analysis,correlation analysis,regression analysis,and individual difference analysis were performed.These analysis methods were used to analyze the influencing factors and models of college students' health information avoidance behavior.Through this study,we found that there are three factors that affect college students' health information avoidance behaviors:environmental factors,information factors,and situation factors.The constituent factors of the three factors all affect health information avoidance behavior to varying degrees.Information utility in the information factor,social norms in the environmental factor,and interest in the context factor affect the degree of unavoidable behavior of college students' health information.The frequency of college students' health information avoidance is mainly affected by emotions and interests,and the frequency of avoidance increases with the increase in the amplitude of emotions and interests.According to the analysis of variance,it can be seen that the health information avoidance behavior of college students with different demographic variables is affected by personal factors,environmental factors,information factors,and situation factors to varying degrees.Finally,according to the results of the research and analysis,from the perspective of information utility,interest and emotion,and social regulations,we propose corresponding countermeasures to optimize college students' health information avoidance behavior.Including:improving college students 'health information literacy;increasing college students' interest in different kinds of health information;providing high-quality health information.