Health beliefs and the valence framework in health information seeking behaviors

Purpose - The purpose of this paper is to help understand consumer acceptance of online health information services by integrating the health belief model and extended valence framework. Design/methodology/approach - A laboratory-based, experimental-scenarios research design is used to collect data, and the structural equation modeling technique is used to test the research model. Findings - The model explains 47.6 percent of the variance in intentions to use online health information services. Trust appeared to have the strongest effect on acceptance. Perceived risk also had a significant impact on acceptance. Furthermore, health belief variables are confirmed as important factors for consumer acceptance. Self-efficacy was found to moderate the effect of perceived severity on acceptance. Research limitations/implications - This study helped identify the relative salience of the health belief model and extended valence framework in consumer acceptance of online health information services. Practical implications - This study can help practitioners better understand the development of trust and the profiles of consumers who may browse their sites. When online health service providers promote their information to encourage potential online health information seekers, they should use countermeasures against risk perceptions. Originality/value - This study attempted to extend the valence framework to the non-commercial service context. Moreover, health beliefs and the valence framework are two fundamental aspects that health information seekers consider when making decisions about online health services.