Haiping Zhao|Shaoxiong Fu|Xiaoyu Chen
Promoting users’ intention to share online health articles on social media: The role of confirmation bias
Copenhagen Business School|Wuhan University|Nanjing Agricultural University|Nanyang Technological University
nowadays common practice healthcare professionals spread medical knowledge posting health articles social media however promoting users intention share articles challenging extent sharing intention varies ehealth literacy high low content valence article exposed positive negative study investigates boundary conditions ehealth literacy content valence help increase users intention share introducing moderating role confirmation biasa tendency prefer information conforms initial beliefs 2 ehealth literacy high vs low 2 content valence positive vs negative betweensubjects experiment conducted sample 80 participants levels confirmation bias ranging extreme negative bias extreme positive bias among participants assessed experiment results suggested 1 users high level ehealth literacy likely share positive health articles extreme confirmation bias 2 users high level ehealth literacy likely share negative health articles moderate confirmation bias confirmation bias 3 users low level ehealth literacy likely share health articles regardless positive negative content valence moderate positive confirmation bias study sheds new light role confirmation bias users health information sharing also offers implications health information providers want increase visibility online health articles need consider readers ehealth literacy confirmation bias deciding content valence articles