Application of theory of planned behavior in identifying factors affecting online health information seeking intention and behavior of women
| DOI | https://doi.org/10.1108/AJIM-07-2021-0209 |
| Published date | 02 February 2022 |
| Date | 02 February 2022 |
| Pages | 727-744 |
| Subject Matter | Library & information science,Information behaviour & retrieval,Information & knowledge management,Information management & governance,Information management |
| Author | Zahra Shamlou,Mohammad Karim Saberi,Mohammad Reza Amiri |
Application of theory of planned
behavior in identifying factors
affecting online health information
seeking intention and behavior
of women
Zahra Shamlou, Mohammad Karim Saberi and
Mohammad Reza Amiri
Department of Medical Library and Information Sciences, School of Paramedicine,
Hamadan University of Medical Sciences, Hamadan, Iran
Abstract
Purpose –Today, the Internet has become an attractive source for obtaining health information. Since women
play an important role in maintaining the health of the family and community and since they are active seekers
of health information through the Internet, it is essential to examine their online health information seeking
behavior. Therefore, the main purpose of this article is to identify the factors affecting the online health
information seeking intention and behavior of women.
Design/methodology/approach –The theoretical framework of this quantitative study was based on the
theory of planned behavior. A total of five hypothesized relationships were formulated to develop a conceptual
model. The study approach was quantitative. Using simple random sampling, 400 women referred to
specialized and sub-specialized clinics of Hamadan University of Medical Sciences, Iran participated in the
study and responded to the survey. Descriptive and inferential data analysis was performed using SPSS 21 and
Smart PLS 3 software.
Findings –The results showed that the intention to find health information online is a function of
psychological variables. These variables include attitude, subjective norms and perceived behavioral control.
Findings showed that attitude is the most important factor affecting online health information seeking
intention. It was also found that online health information seeking intention has a positive and significant effect
on women’s information seeking behavior.
Originality/value –This study is the first attempt to use an important and universally accepted theory to
identify the factors affecting the online health information seeking behavior of women referring to specialized
and sub-specialized clinics and provides important practical concepts for health officials and managers to
improve and develop online health information seeking behavior.
Keywords Theory of planned behavior, Online health information-seeking behavior, Women, Internet
Paper type Research paper
1. Introduction
Health information has an important role in improvingthe health level of people in today’s
societies and can provide a good platform for the growth and development of health
systems in different countries (Riahi, 2017). The Internet is now recognized as an
attractive source of health information for personal health management (Bigdeli et al.,
2016) and it is one of the main sources of health information and people are significantly
searching the Internet for health information. Women are active seekers of health
information and have an important position in acquiring and disseminating health
Information
seeking
intention and
behavior
727
The study was funded by Vice-chancellor for Research and Technology, Hamadan University of
Medical Sciences (No. 9904172447).
Ethical consideration: This study has been ethically approved by the Ethics Committee of Hamadan
University of Medical Sciences with code number: IR.UMSHA.REC.1399.358.
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/2050-3806.htm
Received 26 July 2021
Revised 27 October 2021
27 December 2021
Accepted 6 January 2022
Aslib Journal of Information
Management
Vol. 74 No. 4, 2022
pp. 727-744
© Emerald Publishing Limited
2050-3806
DOI 10.1108/AJIM-07-2021-0209
knowledge experiences by considering various roles and different social interactions
(Khaledian and Rajab, 2016). In this regard, according to Akpoghiran (2020),theInternetis
a major source of communication for the search for regular health information among
educated women in developing countries. On the other hand, Rowlands et al. (2015) state
that although the Internet as a health resource has a high capacity, the quality of
information provided is significantly different and misinformation can negatively affect
the health and well-being of individuals. As a result, Rowlands et al. see a better
understanding of young women’s online behaviors as necessary to develop strategies to
help and guide women to credible online health resources. In recent years, the Internet has
become one of the most popular sources of health information for users, and pregnant
women are no exception (Javanmardi et al., 2018). In addition, in this regard, Ghiasi (2021)
concluded that awareness of health information needs, resources and barriers to accessing
health information in pregnant women are crucial for the development of health
interventions and provide them with high quality prenatal care. Women are primarily
responsible for the birth of a healthy child and a healthy family. The most important
condition for having a healthy society is having healthy mothers. A healthy mother
increases the chance of raising a healthy child and, consequently, a healthy society. Since
women as active seekers of health information can play a key role in maintaining healthof
family, their awareness of health issues has a direct impact on the health level of family
and society, so it seems essential to examine the factors affecting their intention and
behavior for online health information seeking, health information seeking behavior is a
psychological phenomenon like other behaviors and there are several factors that affect
health informationseeking behavior of women (Lalazaryan et al., 2014). Proper health
information seeking behavior can lead to the improvement of treatment process or
prevention from diseases (Asl et al., 2017) and ultimately affect a person’shealthand
quality of life (Longo et al., 2010). The study of health information seeking behavior of
women can help health planners, officials and caregivers as an effective tool
(Nasrollahzadeh, 2014).
Online health information seeking behavior is affected by several factors. Psychosocial
characteristics such as personality traits, beliefs, values, tendencies, contextual factors and
individual emotions are involved in this field (Zare-Farashbandi et al., 2016). Interdisciplinary
conceptual frameworks such as theories of human behavior, social psychology,
communication, health behavior and information science have also been used to study
health information seeking behavior (Marton, 2011). The theory of planned behavior (TPB) is
one of the theories that has worked well in predicting various intentions and behaviors
(Javadzade et al., 2015). Several studies have proven the TPB in predicting various health
behaviors (Armitage and Conner, 2001) According to this theory, intention predicts behavior
and this construct itself is influenced by three independent constructs of attitude, subjective
norms and perceived behavioral control. The present study intends to use the TPB, which is a
well-known and accepted theory, to identify the factors affecting women’s online health
information seeking behavior. Therefore, the research questions are as follows:
RQ1. From the perspective of the TPB, what factors affect women’s online health
information seeking behavior?
RQ2. What are the relationships between the factors influencing women’s online health
information seeking behavior?
To answer the research questions, we hypothesized that attitude, subjective norms and
perceived behavioral control of women affect their intention to seek health information online
and ultimately perceived behavioral control and the intention leads to online health
information seeking behavior.
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