Integrating platform usage into the Comprehensive Model of Information Seeking: health information seeking on WeChat among Chinese young adults

Background: WeChat has become a central platform for health information seeking in China, particularly among young adults. Understanding the mechanisms underlying this behavior is crucial for improving digital health literacy and designing effective interventions. Objective: This study applies the Comprehensive Model of Information Seeking (CMIS) to examine how WeChat use shapes users’ perceptions of health information characteristics and utility, influencing health information-seeking behaviors among Chinese young adults. Methods: Data were obtained from a cross-sectional online survey of 890 WeChat users aged 18–35 conducted in May 2024. Structural equation modeling (SEM) and the PROCESS macro were applied to test the hypothesized associations and mediating mechanisms involving perceived characteristics and utility. Results: WeChat use, salience, and beliefs predicted perceived utility. Perceived characteristics and utility were positively associated with health information-seeking behaviors and mediated the relationship with WeChat use both in parallel and sequentially. Conclusion: Integrating platform-specific use into CMIS can promote health information seeking and inform digital health communication.

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