Does online health information seeking act like a health behavior?: a test of the behavioral model.

OBJECTIVE: This analysis tests the hypothesis that health information search can be modeled using the behavioral model, a tool traditionally used for other healthcare behaviors.

MATERIALS AND METHODS: The Pew Internet and American Life August 2006 Survey was used to model five selected Internet health information seeking behaviors: information on a specific disease, diet and nutrition, mental health, complementary and alternative medicine, and sexual health. Each behavior was modeled using hierarchical logistic regression with independent variables of predisposing factors (age, race, sex, and education), enabling factors (home Internet access, Internet experience, and high-speed access), and need factors (health status, chronic health condition, and current health crisis).

RESULTS: Health information search is not a monolithic behavior. Sex, age over 65, current health crisis, and regular use of the Internet were the most consistent predictors of use, each being significant in four of the five models. Blacks (odds ratio [OR] = 0.50, 95% confidence interval [CI] 0.34-0.74) and Hispanics (OR = 0.59, 95% CI 0.37-0.95) were significantly less likely than whites to search for information on a specific disease or condition but blacks (OR = 2.73, 95% CI 1.69-4.43) were more likely than whites to search for sexual health information and Hispanics (OR = 1.72, 95% CI 1.09-2.73) were more likely than whites to search for complementary and alternative medicine information. Pseudo-r(2) for the fully specified models ranged from 0.13 for mental health search to 0.32 for specific disease search.

CONCLUSION: Health Internet behaviors can successfully be described using models designed for traditional health behaviors; however, different health information seeking behaviors have different user profiles.