Associations of Health Literacy, Social Media Use, Self-efficacy and Health Information Seeking Intentions among Chinese Social Media Users (Preprint)
BACKGROUND Empirical research has demonstrated that people frequently use social media for gathering and sharing online health information. Health literacy, social media use, and self-efficacy are important factors that may influence people’s health behaviors online. OBJECTIVE This study aims to examine the associations between health literacy, health-related social media use, self-efficacy and health behavioral intentions online. METHODS We conducted a cross-sectional survey of Chinese adults aged 18 and above (N = 449) to examine predictors of health-related behavioral intentions online including health literacy, social media use, and self-efficacy. Hayes’ PROCESS macro was used to analyze the mediation and moderation models. RESULTS Two moderated mediation models were constructed. Self-efficacy mediated the effects of health literacy (Bindirect=0.213, 95% CI: 0.101 to 0.339) and social media use (Bindirect=0.023, 95% CI: 0.008 to 0.045) on health behavioral intentions on social media. Age moderated the effects of health literacy on self-efficacy (P=.029), while previous experience moderated the effects of social media use on self-efficacy (P<.001). CONCLUSIONS Health literacy and health-related social media use influenced health behavioral intentions on social media via their prior effects on self-efficacy. The association between health literacy and self-efficacy was stronger among younger respondents, whereas the association between health-related social media use and self-efficacy was stronger among those who previously had positive experiences with health information on social media. Health practitioners should target self-efficacy among older population and increase positive media experience related to health. CLINICALTRIAL