Research On The Influencing Factors On College Students’ Willingness To Avoidance Of Health Information In Public Health Emergencies

With the development of social economy and the continuous improvement of people’s living standards,people’s health needs have become more diversified.However,with the sudden outbreak and continuous development of the COVID-19,the information epidemic has come one after another.The huge and dense health information on social media,which is difficult to distinguish between true and false,and even conflicts with each other,has brought a huge burden to the satisfaction of users’ health needs.Especially in the current internet era,college students,as the main users of social media,need to conduct a large amount of screening and processing for these mixed information,which inevitably leads to psychological burnout and health information avoidance behavior.Therefore,exploring the influencing factors of college students’ willingness to avoid health information has become one of the focuses of current research.This study reviews and summarizes the existing research results at home and abroad.Guided by the new parallel processing model,cognitive dissonance theory and planned behavior theory,it starts from the four aspects of individual,build a model of influencing factors of college students’ willingness to avoid health information in public health emergencies,and proposes health information literacy,cognitive dissonance,perceived fear The research hypothesis of subjective norms and social atmosphere on health information avoidance intention.The research data comes from a questionnaire designed based on health information avoidance scenarios and characteristics.SPSS26.0 was used to analyze the reliability and validity of the data,and AMOS24.0 was used to conduct a path test to explore the health information avoidance intentions of college students.The empirical analysis results of the questionnaire indicate that health information literacy and social atmosphere can negatively and significantly affect health information avoidance intention,while subjective norms,perceived fear,and cognitive dissonance can significantly and positively affect health information avoidance intention.However,it is worth noting that in the analysis of perceived fear,the effectiveness evaluation of its antecedents cannot significantly affect the effectiveness evaluation in a negative way.At the same time,in the mediating role,perceived fear plays a mediating role in threat assessment and health information avoidance intention,while cognitive dissonance plays a mediating role in information overload and health information avoidance intention.Finally,based on the empirical research results.this article proposes targeted recommendations from three aspects:college students,health service institutions,and social media,hoping to provide some reference for reducing college students’ willingness to avoid health information.This study has certain theoretical and practical value.Compared to previous studies that have mostly studied health information avoidance from the perspective of chronic diseases,this article combines social backgrounds,innovatively studies it from the perspective of public health emergencies,and introduces Extended Parallel Process Model that explains the effectiveness of information to further explore health information avoidance from a new perspective.