What motivates health information exchange in social media? The roles of the social cognitive theory and perceived interactivity

Social media has become an attractive platform for users to exchange health information with others. However, little research has been done to identify the determinants of health information exchange. By integrating aspects of the social cognitive theory and perceived interactivity, this study proposes a research model to investigate the antecedents of health information exchange in social media. Data collected from Facebook users with health information exchange experience were used to examine the proposed model. The results demonstrate that human-to-human interaction, human-to-information interaction, outcome expectation of health self-management competence, and outcome expectation of social relationships have a significant impact on health information exchange behavior. The results also reveal that human-to-human interaction exerts a significant influence on the outcome expectation of health self-management competence and the outcome expectation of social relationships, while human-to-information interaction has a positive effect on the outcome expectation of health self-management competence. The implications for the theory and practice and future research directions are discussed.