Abstract
The study revolves around online health related information seeking. Hypothetically, the use of social media and other internet-based platforms is becoming common. This information seeking behavior further leads to self-medication which can be dangerous, so it requires theoretical attention. While many studies have been conducted to cover this behavior, there was a need to explore this area in the context of Pakistan. Internet is the focus of this study which is further sub-categorized into other media forms like Social Media, Google Search, Online Web T.V./Radio and E-Magazines/Papers. Data was gathered using purposive sampling technique from the intended population (N = 300) and to examine the data. Findings of this study indicated that the relationship of information-carrier characteristics and online health information seeking was significantly mediated by utility of information channel. On the other hand, utility was significantly predicted by beliefs, interest, and information-carrier characteristics. Furthermore, direct experience and salience are not significant predictors of utility of online health information seeking. The study also helped elaborating the extensions of comprehensive model of information seeking, which are helpful in applying this model in context of the latest digital media. Copyright © 2021 by Academic Publishing House Researcher s.r.o.
Highlights
Health being an important and sensitive issue for all, requires a lot of care and negligence, in such issues, can be fatal
In a previous study, it has been applied in context of online/digital media and this study showed that the OHISB is more of a complex model as compared to the original comprehensive model of information seeking (CMIS) (DeLorme et al, 2011)
The indirect effect result indicates that utility only played mediating role between interest and online health information seeking (β=.18, 95 % CI = .026 to .18)
Summary
Health being an important and sensitive issue for all, requires a lot of care and negligence, in such issues, can be fatal. Demand great care and internet users need to be more concerned about the validity of such information on the internet. In this time of severe pandemic situation all around the globe, people prefer seeking information by using online platforms rather than physically visiting a medical institute or meeting a medical consultant. The COVID-19 induced lockdowns in different countries around the globe has encouraged people to avoid physical interactions and the information seeking behavior of people has increased as people have been home-locked and are endangered by the outbreak. The initial reports about the coronavirus prompted people to seek more information on the internet and news of first COVID-19 cases had a significantly great effect on people’s information seeking behavior. It can be concluded that the COVID-19 news made people to attempt to educate themselves about the disease (Bento et al, 2020)
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