Understanding the Highly Sensitive Health Communication Behavior in Social Media from the Perspective of the Risk Perception Attitude Framework and Perceived Interactivity

Authors

Lusheng Guo^{1, *,} , Lifang Liao², Donglan Li³, Chunnian Liu^{1, *}

¹School of Management, Nanchang University, Nanchang, 330031, China

²Department of Electronic Business, South China University of Technology, Guangzhou, 510006, China

³Nanchang Reproductive Hospital, Nanchang, 330004, China

^*Corresponding author. Email: guolusheng@ncu.edu.cn; pan81706@163.com

DOI

10.2991/ijcis.d.210223.001How to use a DOI?

Keywords

Social media; Perceived interactivity; Risk perception attitude; Perceived risk; Perceived involvement; Reproductive health

Abstract

Integrating aspects of the risk perception attitude framework and perceived interactivity, this study investigates the impact of the social media interaction environment on users' motivation and behavioral intention to reproductive health communication. A survey was conducted, and structural equation modeling was used to test the research model. The results demonstrate that human–human interaction can improve self-efficacy and reduce perceived risk and has both direct and indirect positive effects on health communication intention. However, human–information interaction has no significant impact on self-efficacy or health communication intention, and it has a positive impact on perceived risk, thus indirectly affecting health communication intention in a negative direction. The results also show that perceived involvement (PI) is a moderating variable. The findings help us to understand how perceived interactivity affects highly sensitive health communication.

Copyright

© 2021 The Authors. Published by Atlantis Press B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - Lusheng Guo
AU  - Lifang Liao
AU  - Donglan Li
AU  - Chunnian Liu
PY  - 2021
DA  - 2021/03/01
TI  - Understanding the Highly Sensitive Health Communication Behavior in Social Media from the Perspective of the Risk Perception Attitude Framework and Perceived Interactivity
JO  - International Journal of Computational Intelligence Systems
SP  - 922
EP  - 934
VL  - 14
IS  - 1
SN  - 1875-6883
UR  - https://doi.org/10.2991/ijcis.d.210223.001
DO  - 10.2991/ijcis.d.210223.001
ID  - Guo2021
ER  -