An Adaptive Framework Model of Health Information Behavior in the Digital Era: Protocol for a Cross-Sectional Study on Chinese Social Media Users 
Yanan Du  Jian Gao

School of Health Management, Anhui Medical University, Hefei, 230032;

Abstract: In the era of digital health,users encounter vast yet fragmented online health information.Traditional health information behavior(HIB)models fall short in addressing the dynamic,context-sensitive,and emotionally charged realities of digital interactions.This study aims to construct an adaptive HIB framework that integrates behavioral,contextual,and cognitive dimensions to better understand health decision-making among Chinese social media users. A cross-sectional survey will be conducted using a self-designed,theory-informed questionnaire administered online.Participants will be recruited from major Chinese social media platforms. The proposed framework integrates models including Wilson’s Information Behavior Model, the Health Belief Model, Theory of Planned Behavior, Information Foraging Theory,and Dual Processing Theories.Structural equation modeling(SEM) will be employed to；analyze the relationships among user characteristics,information interaction behaviors,and health decision-making. This protocol presents a multidimensional,adaptive theoretical framework tailored for contemporary digital environments. It emphasizes the role of literacy, emotion, and platform-specific contexts in shaping health behaviors. Findings will inform the design of personalized digital health interventions and offer theoretical advancements in HIB research, supporting efforts to enhance public health literacy and effective health communication in mobile-first societies.

Keywords: health information behavior; information context; information interaction; behavioral decision-making

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