Abstract
PurposeThe purpose of this study was to develop a model of skilful surfing to aid understanding of how best to seek health information, online and offline, during pregnancy.Design/methodology/approachThis study used an observational, descriptive design, using a purpose written questionnaire, factor analysis and structural equation modelling.FindingsAnalysis resulted in the factor loading of five components: online health information seeking behaviour, normalisation, offline support, trust and data saturation. These components were included as latent variables in an SEM to evaluate the credibility, and subsequently confirm the viability of the theory of skilful surfing.Originality/valueTo the authors' knowledge, this study is the first of its kind to successfully model and define what it is to skilfully surf health information online whilst pregnant, with empirical and theoretical underpinnings.
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