Research On Driving Factors Of Wechat Users’ Health Information Avoidance Behavior Based On S-O-R Theory

Recently,under the circumstance of aging population,the deterioration of ecological environment and detrimental life style,people are still perplexed by medical and health challenges.In order to actively settle the problem,China has vigorously promoted the " China of health" initiative,combining with the condition of speedy progress of the Internet.The construction of health information has been attached to great importance,making online health industry boom.And through online health information,more and more people have an approach to making health decisions.However,problems such as personal health information literacy,superfluous and low quality information and the lack of privacy supervision has made several people have to cost highly to obtain health information,which gradually led to the behavior of health information avoidance.So,it is necessary for our country to make a thorough inquiry of the driving factors of users’ health information avoidance behavior in order to promote the progress of the condition of people’s health and the promotion of " China of health".Focusing on the field of health information behavior in the recent five years,this paper firstly employed Cite Space to sort the literature,aiming to fully excavates the research hotspots and methods.This paper found that most of the current literature tended to regard "social media" as a unified concept.However,from the perspective of a specific social brand,there is a lack of research on health information avoidance behavior.Hence,considering the huge scale of users and extensive functions of Wechat,this paper set Wechat platform as the perspective of the research.Secondly,by means of summarizing the contents of research on information avoidance behavior,this paper found that a handful of studies on information avoidance behavior tended to deem that information avoidance behavior was generated by objective factors,but lack the integration of individual factors and external factors.Under the action of many internal and external stimuli,health information avoidance behavior was transformed into information behavior after cognitive processing and emotional response.Thereby,based on S-O-R theory,emotional cognition theory and technology acceptance model,this paper built a motivating factor model of health information avoidance behavior of Wechat users.This is the main work of this paper: Firstly,based on domestic and foreign research,combining with the feature of Wechat platform,this research introduced health information literacy,economic status,health status,interpersonal support,information overload,information quality,privacy concerns,perceived ease of use,perceived usefulness and negative emotions into the driving factor model of health information avoidance behavior of Wechat users.Secondly,on account of the scale made by Golman,Davis,Zhang Shuai and other scholars,combining with the theme of health information avoidance behavior of Wechat users,this research designed the initial questionnaire which was suitable for this study.After the preliminary investigation,the formal questionnaire was formed.Thirdly,the reliability and validity analysis and hypothesis test of the sample data were conducted by utilizing SPSS and AMOS.The results reflected that:(1)Through the mediating effect of perceived ease of use,health information literacy,economic status,interpersonal support and information overload could drive health information avoidance behavior;(2)Through perceived usefulness,economic status,interpersonal support,information overload and information quality can mediate health information avoidance behavior;(3)Health status,interpersonal support,information overload,information quality and privacy concern can all drive health information avoidance behavior through the mediating effect of negative emotions;(4)Between information quality and health information avoidance behavior,perceived ease of use didn’t have significant mediating effect,and perceived usefulness had no remarkable mediating effect between privacy concerns and health information avoidance behavior.On account of the conclusions,this paper raised some viable measures from the perspectives of administrative departments,Wechat platform and Wechat users,aiming to effectively reduce the negative impact of health information avoidance behavior of Wechat users,promote the healthy development of wechat platform health information industry and contribute to building a country of health.