Factors Influencing the Purchase Intention for Online Health Popular Science Information Based on the Health Belief Model

There is a growing demand for health popular science information from the public. Online paid health popular science information provides a new channel for the public to obtain health popular science information and can meet users’ demands for high-quality health popular science information. In order to improve the popularity of online paid health popular science information, it is urgent to investigate the factors influencing users’ intention to pay for online health popular science information. Paid online health popular science information can provide users with higher-quality health knowledge, while monetary compensation can incentivize publishers to create and promote the sustainability of social media platforms. Therefore, paid online health popular science information is important for readers, creators, and platforms. Therefore, this study investigates the factors influencing users’ intentions to purchase online health popular science information based on the health belief model (HBM). Our research data were obtained by a questionnaire and empirically analyzed by SmartPLS structural equation modeling. The results of this study indicate that the greater the perceived susceptibility, severity, and irreplaceability of health problems, the greater the intention of users to purchase health information when they read the summary portion of paid online health popular science information. And the higher the perceived risk and the more unreasonable the price of the online health popular science information, the lower the intention to purchase. Moreover, both the perceived susceptibility and perceived severity significantly attenuated the negative impacts of perceived health popular science information risk and perceived price unreasonableness on users’ intentions to purchase online health popular science information. This study not only enriches and extends the application of the health belief model, but also has important positive implications for the development of online paid health popular science information.