Exploring the health information seeking behavior of social media users under the background of COVID-19 pandemic: An empirical study based on social cognitive theory.

With the outbreak of COVID-19 in late 2019, people's awareness of actively searching for health information has been growing. Coupled with the promotion of "Internet + medical and health," social media, as an important platform for health information dissemination, has become one of the important information sources for users to obtain health information. However, health information seeking behavior in public health emergencies are quite different from those in daily life. Therefore, the research question of this paper is to explore the influencing factors of health information seeking behavior of social media users in the context of COVID-19. To this end, based on the research framework of social cognition theory, this paper selects six variables to construct a structural equation modeling, including information and platform quality, experience, social support, emotional arousal, self-efficacy, and social media users' health information seeking behavior. The empirical study is carried out by collecting 219 valid questionnaires. The research results show that: (1) Information and platform quality, and use experience have a significant positive effect on emotional arousal; (2) Experience, social support, and emotional arousal have a significant positive effect on self-efficacy; (3) Emotional arousal and self-efficacy have a significant positive effect on social media users' health information seeking behavior. The research provides an important theoretical reference for social media users and operators to cope with the huge demand for health information in the post-COVID-19 era.