Why Do Young Adults Turn to YouTube for Diet and Exercise Information? A Comprehensive Model of Information Seeking Approach

This study examines why U.S. young adults (18-29) frequently rely on YouTube for diet and exercise information, drawing on the comprehensive model of information seeking (CMIS) as a guiding framework. Using a national survey of 508 respondents, we found that health consciousness, internet self-efficacy, convenience motivations, perceived credibility, and perceived vividness significantly predict perceived utility of YouTube. In turn, perceived utility mediates the relationship between these key antecedents and health information-seeking behaviors. These findings underscore the importance of platform-specific factors, particularly vividness and convenience in shaping health communication strategies aimed at young adults. From a theoretical standpoint, the results expand CMIS by highlighting how interactive, user-generated media environments can amplify or alter traditional predictors of information-seeking. Practically, they suggest that designing YouTube content to be both visually engaging and trustworthy may enhance user perceptions of utility and ultimately encourage healthier behaviors. Overall, this study sheds light on how young adults navigate digital resources and offers valuable insights for improving online health interventions.