Authors: Research Scholar Merin Titty D Cunha, Assistant Professor Dr. Jisha S Kumar
Abstract: In today’s digital age, the internet serves as a fast, cost-effective, and accessible medium for accessing health-related information. The availability of audiovisual content and the ability to obtain direct insights from medical experts have further enhanced the appeal of online health information among users. This study primarily aims to explore the connection between individuals’ online health information seeking patterns and the outcomes that follow after their search. To analyse these relationships, Smart PLS-SEM (Partial Least Squares Structural Equation Modelling) is employed to examine the interplay among the key variables. Findings reveal that an individual’s motivation to seek health information online significantly influences post-search actions, such as modifying health practices, consulting a healthcare provider, or disseminating the acquired information to others. The study underscores the importance for healthcare professionals to recognize the underlying motivations and behavioural intentions driving consumers’ engagement with online health resources.
