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The Unified Model for Acceptance and Use of Health Information on Online Social Networks: Evidence from Thailand

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  • Waransanang Boontarig

    (King Mongkut's University of Technology Thonburi, Bangkok, Thailand)

  • Borworn Papasratorn

    (King Mongkut's University of Technology Thonburi, Bangkok, Thailand)

  • Wichian Chutimaskul

    (King Mongkut's University of Technology Thonburi, Bangkok, Thailand)

Abstract

Online social networks provide a novel opportunity to improve public health through effective health information dissemination. Developing a dissemination strategy, however, requires an understanding of individuals' beliefs and attitudes about using both the technology and information. Previous research has focused primarily on either technology adoption or information adoption behaviors. This study aims to bridge the gap by developing a unified model of acceptance and use of information technology for predicting intention to use health information through online social networks. Empirical results show that Performance Expectancy, Facilitating Conditions, Perceived Emotional Value, Trust, Relevance, Accuracy, Understandability, and Source Credibility influence the adoption behavior. Also, individuals tend to accept health information regardless of their attitudes toward the communication channel.

Suggested Citation

  • Waransanang Boontarig & Borworn Papasratorn & Wichian Chutimaskul, 2016. "The Unified Model for Acceptance and Use of Health Information on Online Social Networks: Evidence from Thailand," International Journal of E-Health and Medical Communications (IJEHMC), IGI Global, vol. 7(1), pages 31-47, January.
    • Handle: RePEc:igg:jehmc0:v:7:y:2016:i:1:p:31-47
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