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With a basis of the comprehensive model of information seeking, a survey study was conducted in India that investigated the relationships among three categories of factors (demographics, health belief, and technology enabler) and three types of Internet health information seeking (IHIS) behaviors (preference for IHIS, diversity of IHIS, and discussing Internet health information with doctors). The results showed that being female was positively associated with preference for IHIS, and being young was associated with greater diversity of IHIS. In addition, three health belief factors (perceived susceptibility, perceived severity, and self-efficacy) had positive and significant relationships with diversity of IHIS. Finally, two technology enabler factors (skill in IHIS and Internet access) were positively associated with three information behaviors. However, the other technology enabler, trust in online health information, was positively related to preference for IHIS, but negatively associated with diversity of IHIS and discussing Internet health information with doctors. [ABSTRACT FROM AUTHOR]

This study extends the Comprehensive Model of Information Seeking (CMIS) to online health information seeking in the context of India. This study considers the Internet (i.e., media) use an antecedent factor and the personal relevance factor salience is separated into two dimensions - susceptibility and severity. Structural equation modeling analysis (N = 990) tested the associations between health-related antecedents, information-carrier factors, and their direct effects on online information seeking. The results among online health information seekers in India showed significant relationships between length and frequency of media use and self-efficacy to engage in preventive behavior to the information carrier utility. As predicted, demographics have no significant relationship with utility of the Internet, and direct experience with illness resulted in negative relationship with the Internet utility. Contrary to expectations, susceptibility and severity produced negative relationships with the Internet utility. Result shows that both information-carrier factors - characteristics related to trust and utility related to perceived usefulness and relevance of information - directly affect online health-information-seeking behavior. Unlike the original CMIS that primarily focused on specific illnesses, the current modified CMIS can be adapted and tailored to general online health-information-seeking behavior. [ABSTRACT FROM AUTHOR]