Factors influencing people's health knowledge adoption in social media: The mediating effect of trust and the moderating effect of health threat

Purpose The purpose of this paper is to explore the factors influencing people’s health knowledge adoption in social media, with an eye toward promoting health information literacy and healthy behavior. Design/methodology/approach Based on the integration of sense-making theory, social influence theory, information richness theory, fear appeal theory, and ELM (elaboration likelihood method), a health knowledge adoption model is constructed. Taking spondylopathy as an example, high health threat and low health threat experiments and questionnaires are designed to complete the empirical study. In all, 355 effective survey samples are collected and analyzed, leveraging a partial least squares method. Findings Research results indicate that perceived knowledge quality, perceived knowledge consensus, and perceived source credibility have positive effects on health knowledge adoption via the mediator – trust; knowledge richness contributes to the perception of knowledge quality, source credibility, and knowledge consensus, especially under high health threat; health threat has significant positive moderating effects on the relationship between trust and health knowledge adoption, and the relationship between perceived knowledge quality and trust, with negative moderating effects on the relationships between perceived knowledge consensus, perceived source credibility, and trust. Originality/value This paper examines the mediating effecting of trust in the process of health knowledge adoption. Based on the integration of fear appeal theory, social influence theory, sense-making theory, information richness theory and elaboration likelihood model, this study investigates the factors influencing health knowledge adoption in social media from the perspective of a user, and explores the moderating effect of health threat on health knowledge adoption.