Internet health information-seeking behavior and the use of traditional and complementary medicine: the role of online engagement and perceived information usefulness and reliability

This study reveals that online health information-seeking is significantly linked to TCIM adoption and belief in its superiority over conventional medicine, including among individuals who express uncertainty about the reliability of online information. We suggest that the profiles of internet-engaged complementary medicine users are not uniform and may consist of both astute seekers who make an independently informed choice to use TCIM, as well as vulnerable users, potentially overwhelmed by misinformation. This study highlights the need to integrate TCIM into institutional healthcare frameworks, develop legal standards for TCIM use, promote digital health literacy, and improve doctor-patient communication.