ArticlePloS one2026
Perceived bloggers' competence as a moderator of the relationship between information quality, source credibility, and health information adoption in social media.
Article in PloS one, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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5 authors.
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Abstract
backgroudIn the context of digital transformation, social media has become a key channel for the public to obtain health information, and bloggers play an important role in shaping public health behaviors. However, the internal mechanism of how PerceivedBloggers' Competence (PBC) and information characteristics jointly affect Information Adoption (IA) has not been fully revealed.
aimThis study integrates the Information Adoption Model (IAM) with Social Cognitive Theory (SCT) to examine the relationship between Perceived Bloggers' Competence and Information Adoption, and to explore how Perceived Bloggers' Competence moderates the impact of Information Quality (IQ) and Information Credibility (IC) on information adoption through Information Usefulness (IU).
methodA total of 1219 participants (648 males and 571 females) were recruited using a cross-sectional online survey design. Data were collected through a structured questionnaire and analyzed using SPSS and AMOS. This study constructs a conceptual model with Information Usefulness as a mediator and perceived bloggers' competence as a moderating variable and employs path analysis along with moderating effect tests to verify the hypotheses.
resultsIn the study, Information Quality and Information Credibility had significantly positive effects on Information Usefulness, which in turn strongly predicted Information Adoption, also Perceived Bloggers' Competence negatively moderates the relationship between information characteristics and adoption.
conclusionThis study challenges the assumption that bloggers' expertise necessarily promotes Information Adoption, also provides key insights for health communicators, showing that striking a balance between expertise and accessibility is essential for effective public health messaging on social media, exhibits an effect that can be called "competence discounting".
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