Online Health Information Behavior: A study based on PLS-SEM

In this digital era, internet provides a speedy, economical and convenient platform for seeking information on health. Moreover, the presence of audio visual resources for health and option to get expert opinion directly makes online health information seeking behaviour more adaptable among the health consumers. The major purpose of this study is to investigate the relationship between online health information seeking behaviour and the consequences of post-search. For doing the analysis, Smart PLS2 is used to execute structural equation modelling technique to understand the relationship between variables under study. The results of the study recommend that one's intention to search health information online is a significant predictor of post-search behavior in terms of altering health condition, visiting physician or sharing the same information with others. The present study gives a strong indication to the health care practitioners to understand the mechanism of desires and intentions of a healthcare consumer towards online health information seeking behavior.