Health e‐mavens: identifying active online health information users

BACKGROUND: Given the rapid increase of Internet use for effective health communication, it is important for health practitioners to be able to identify and mobilize active users of online health information across various web‐based health intervention programmes. We propose the concept ‘health e‐mavens’ to characterize individuals actively engaged in online health information seeking and sharing activities. OBJECTIVES: This study aimed to address three goals: (i) to test the factor structure of health e‐mavenism, (ii) to assess the reliability and validity of this construct and (iii) to determine what predictors are associated with health e‐mavenism. METHODS: This study was a secondary analysis of nationally representative data from the 2010 Health Tracking Survey. We assessed the factor structure of health e‐mavenism using confirmatory factor analysis and examined socio‐demographic variables, health‐related factors and use of technology as potential predictors of health e‐mavenism through ordered regression analysis. RESULTS: Confirmatory factor analyses showed that a second‐order two‐factor structure best captured the health e‐maven construct. Health e‐mavenism comprised two second‐order factors, each encompassing two first‐order dimensions: information acquisition (consisting of information tracking and consulting) and information transmission (consisting of information posting and sharing). Both first‐order and second‐order factors exhibited good reliabilities. Several factors were found to be significant predictors of health e‐mavenism. DISCUSSION AND CONCLUSION: This study offers a starting point for further inquiries about health e‐mavens. It is a fruitful construct for health promotion research in the age of new media technologies. We conclude with specific recommendations to further develop the health e‐maven concept through continued empirical research.