覃子珍 霍朝光

摘 要：[目的/意义]社交媒体所蕴含的独特社会支持以及潜在的社交融合使其成为用户搜寻健康信息所依赖的重要渠道，为改善社交媒体健康信息服务质量，提升用户健康素养，最大化用户搜索收益，本文尝试从收支博弈视角解析用户在社交媒体中的持续搜索健康信息的心理路径。[方法/过程]在整合价值采纳模型与期望确认模型的基础上，权衡用户在持续健康信息搜索中对收益、付出的博弈，强调其对价值的感知，构建社交媒体情境下的健康信息持续搜索意愿模型，利用SmartPLS软件根据505份有效样本对模型进行验证。[结果/结论]研究表明，平台的技术特性和便利性可有效提升用户对社交媒体健康信息搜索价值的感知，当用户搜索健康信息时会弱化对社交平台风险的感知，而健康信息的有用性才是影响用户感知价值的和达到满意的根本，从而进一步促进用户在社交媒体上的持续健康信息搜索。

关键词：健康信息;信息搜寻;社交媒体;VAM;ECM

DOI：10.3969/j.issn.1008-0821.2020.05.009

〔中图分类号〕G252.0 〔文献标识码〕A 〔文章编号〕1008-0821（2020）05-0066-12

Research on the Continuous Intention of Health

Information Seeking via Social Media

——Bade on the View of Revenue-Expenditure

Qin Zizhen1，2 Huo Chaoyang3

（1.School of Information Management，Wuhan University，Wuhan 430072，China;

2.School of Management，Hainan University，Haikou 570228，China;

3.School of Information Resource Management，Renmin University of China，Beijing 100872，China）

Abstract：[Purpose/Significance]Social media has become an important way for users seeking health information.In order to develop more effectively health information services on social media，it is necessary to study the users behavior and influencing factors of health information seeking via social media.[Method/Process]In this paper，the Value-based Adoption Model and the Expectation Confirmation model were combined to build a research model of continuous intention to use social media on health information seeking.505 samples were collected by questionnaire and tested by SmartPls.[Result/Conclusion]Results indicated that information usefulness and convenience could increase users perceived benefits and had positive effect on perceived value further.Perceived value could positively affect the continuance intention.Information usefulness and perceived value could positively affect the continuance intention by increasing user satisfaction.User satisfaction then on users sustained willingness.User satisfaction had a significant direct impact on the continuance intention.

Key words：health information;information seeking behavior;social media;VAM;ECM

近年來，随着公众健康意识的增强，迫切需要提升其健康素养，满足其对社会支持的需要，而社交媒体作为用户使用时间最长、黏性最强的线上平台，其平台上的健康信息也顺势成为用户搜索健康信息的关键[1-2]。用户通过社交媒体不仅能够从中获取健康信息，还可以访问其他用户以获得意见、建议或精神支持，同时也可以在用户之间分享和交流个人经历、观点和感受，社交媒体所蕴含的社会支持和对社交的整合对健康信息的搜索以及用户的健康状态至关重要，甚至能够影响其寿命[5]。……