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KMID : 0904520220590010041
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Health and Medical Sociology
2022 Volume.59 No. 1 p.41 ~ p.74
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Exploring Factors Affecting Health Information Channel Selection: Trust, Health Literacy, and Health Orientation
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Lee Seo-Hyun
Jang Jong-Ick
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Abstract
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This study investigated how health information channel can be effectively used for timely and widespread dissemination of information. Among various channels, passive exposure or active searching-outside social network, and interactive communication-inside social network were explored. In doing so, we examined how trust as social capital, health literacy, health orientation and sociodemographic characteristics were associated with channel selection. To that end, One-Way ANOVA and Multinomial Logistic Regression were performed with the data collected from 1,900 people in 19 regions in South Korea.
The results showed that active searching-outside social network was most preferred (52.03%), and factors affecting the selection of the other two channels were examined. First, inside social network was preferred by residents outside Seoul or other metropolitan cities, housewives, students, and the unemployed.
Also, this channel was preferred by those who have lower generalized trust and higher particularized trust for family, friends and neighbors.
Secondly, passive exposure-outside social network was preferred by residents outside Seoul or other metropolitan cities, housewives, students, the unemployed, self-employed, agriculture, sales, service, and manufacturing jobs. Also, higher level of self-reported health literacy was associated with inside social network channel while those who reported to have lower health literacy were more likely to prefer outside social network-passive exposure channel. In addition, unlike previous studies conducted in the United States before 2010, health orientation was not associated with the health information channel selection.
To summarize, it is necessary to meet the health information needs by utilizing community network in small cities or provinces, online and offline communities for specific jobs, opinion leaders in a group with particular trust relationships, local broadcasting system or print media. In addition, self-reported health literacy affected the health information channel selection but one’s actual ability to understand and use health information appropriately may not be in consistent with self-reported health literacy.
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KEYWORD
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Health information channel, Social capital, Trust, Health literacy, Health orientation
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