Research On The Influencing Factors Of User Information Behavior In Online Health Community

Information adoption and information sharing are two main ways for users to participate in online health communities.In the process of participation,users often implement information adoption and information sharing behavior synchronously based on different purpose ideas.The influencing factors of users ’ synchronous implementation of these two behaviors are discussed.It helps online health community operators to understand user needs and optimize service logic,thereby improving user satisfaction.Based on self-determination theory,planned behavior theory and technology acceptance model,this paper constructs a theoretical model of influencing factors of information adoption and information sharing behavior of online health community users.Taking good doctor online users as the research object,questionnaires were distributed through the Internet social interaction platform.A total of 332 valid questionnaires were collected,and AMOS26.0 was used to test the hypothesis of the constructed structural equation model.The results show that perceived usefulness,perceived behavioral control,ability need,emotional need,subjective norm and autonomy need have different degrees of positive impact on users ’ willingness to adopt information.Emotional needs,autonomy needs,perceived usefulness,perceived ease of use,subjective norms and ability needs have different degrees of positive impact on users ’ willingness to share information.In addition,both information adoption intention and information sharing intention positively affect information adoption and information sharing behavior.On this basis,corresponding suggestions are put forward to promote the sustainable and healthy development of online health communities.