Health information-seeking using short video platforms

Short video-based social media platforms, such as TikTok, Instagram Reels, and YouTube Shorts, are changing the way individuals’ access and search for health information. This study analyzed the factors that influence the intention and behavior of users in searching for health information on short video platforms. A mixed-methods approach was used by distributing questionnaires to 566 respondents and interviewing 30 respondents. The questionnaire data were analyzed using partial least squares structural equation modeling, and the interview data were analyzed using content analysis. Visual appeal was found to impact the perceived usefulness and the perceived ease of use, while user interactivity only impacted the perceived ease of use. Health consciousness did not influence the intention to search for health information online. The intention to search for health information online was found to significantly influence the actual online health information-seeking behavior. These findings indicate that user intent affects the actual behavior of users in seeking health information. This study contributes to the theoretical understanding of the behavior of searching for health information online and offers insights for platform developers to improve the visual appeal, ease of use, and credibility of their platforms.