Understanding the Highly Sensitive Health Communication Behavior in Social Media from the Perspective of the Risk Perception Attitude Framework and Perceived Interactivity

Abstract

Integrating aspects of the risk perception attitude framework and perceived interactivity, this study investigates the impact of the social media interaction environment on users' motivation and behavioral intention to reproductive health communication. A survey was conducted, and structural equation modeling was used to test the research model. The results demonstrate that human–human interaction can improve self-efficacy and reduce perceived risk and has both direct and indirect positive effects on health communication intention. However, human–information interaction has no significant impact on self-efficacy or health communication intention, and it has a positive impact on perceived risk, thus indirectly affecting health communication intention in a negative direction. The results also show that perceived involvement (PI) is a moderating variable. The findings help us to understand how perceived interactivity affects highly sensitive health communication.

Keywords

• Social media
• Perceived interactivity
• Risk perception attitude
• Perceived risk
• Perceived involvement
• Reproductive health