Motivational Impacts on Intent to Use Health-Related Social Media

Today, the healthcare industry is challenged with promoting health and disease prevention through various customer outreach initiatives. Social media tools enable customers to aquire health information without the need to visit their doctor. Yet, healthcare providers do not understand what motivates customers to use such technology for health-related purposes. In this study, an online survey was conducted with 4,058 participants. Using SEM techniques, the results indicate that previous experience with online health-related searches serves as a direct and indirect motivational driver. While the direct relationship between prior experience with online health-related searches can be mostly positive, it can be weakened and impacted by inhibitors that create online use concerns (e.g., privacy and confidentiality). Furthermore, health condition may determine the level of interest people may have for health-related social media sites as well. This research provides a deeper understanding about motivational factors that impact the intent to use health-related social media.