Abstract
OBJECTIVE: WeChat serves as a crucial source of health information, distinguished by its highly personalized nature. Avoidance of such personalized health information has a direct impact on individuals' health decision-making. This study aims to identify the factors influencing personalized health information avoidance on WeChat and to construct a hierarchical framework illustrating the relationships among these factors. METHODS: A hybrid method was utilized. Semi-structured interviews and grounded theory were used to identify the influencing factors. The interpretive structural modeling (ISM) method was adopted to develop a hierarchical model of the identified factors, followed by matrice d'impacts croises-multiplication appliqué a un classemen (MICMAC) to analyze the dependence and driving power of each factor. RESULTS: The 20 predictors of personalized health information avoidance were broadly categorized into three groups: personal, informational, and social factors. These factors collectively form a three-tier explanatory framework, consisting of the top, middle and bottom layers. At the root layer, health characteristics and cognition exerted a strong driving force, while negative emotions and affective factors at the top layer showed a high degree of dependence. In contrast, the decision-making cognition, informational factors, and social factors in the middle layer exhibited relatively weaker driving force and dependence power. CONCLUSION: This study bridged the research gap of information avoidance by providing new insights targeting the factors influencing personalized health information avoidance behavior on WeChat. It also contributed to enhancing personal health information management and the health information services provided on WeChat.