Health-related information seeking during COVID-19: Testing the comprehensive model of information seeking on university students of Pakistan

Shaheen, H.; Ali, F.; Awais, M.; Saeed, M.

The study revolves around online health related information seeking. Hypothetically, the use of social media and other internet-based platforms is becoming common. This information seeking behavior further leads to self-medication which can be dangerous, so it requires theoretical attention. While many studies have been conducted to cover this behavior, there was a need to explore this area in the context of Pakistan. Internet is the focus of this study which is further sub-categorized into other media forms like Social Media, Google Search, Online Web T.V./Radio and E-Magazines/Papers. Data was gathered using purposive sampling technique from the intended population (N = 300) and to examine the data. Findings of this study indicated that the relationship of information-carrier characteristics and online health information seeking was significantly mediated by utility of information channel. On the other hand, utility was significantly predicted by beliefs, interest, and information-carrier characteristics. Furthermore, direct experience and salience are not significant predictors of utility of online health information seeking. The study also helped elaborating the extensions of comprehensive model of information seeking, which are helpful in applying this model in context of the latest digital media. Copyright © 2021 by Academic Publishing House Researcher s.r.o.