Abstract
BACKGROUND: Using a large cross-national dataset (N ≈ 23,000), this study investigates the relationship between several aspects of online health information-seeking and the use of traditional, complementary, and integrative medicine (TCIM), as well as the belief that TCIM is better than conventional medicine in Western societies. It also examines how perceptions of the internet as a valuable tool to guide health decisions and perceived reliability of online information relate to TCIM use and beliefs about its superiority. METHODS: Ordinal logistic regression models were used to assess the association between online health information-seeking behavior, perceived usefulness, and reliability of online health information, and two outcomes: TCIM use and belief in TCIM superiority over conventional medicine. Analyses were based on data from the 2021 ISSP module on Health and Healthcare, restricted to Western countries. RESULTS: Findings reveal a significant, graded association between more frequent online health information-seeking and both higher TCIM use and stronger belief that TCIM is better than conventional medicine. Those who perceived the internet as helpful in verifying doctors' advice or evaluating symptoms also had significantly higher odds of TCIM use and belief in its superiority. Notably, respondents expressing uncertainty about distinguishing reliable online health information showed the highest odds of TCIM use and belief in its superiority. Those agreeing it was difficult also had elevated odds, though less pronounced. CONCLUSIONS: This study reveals that online health information-seeking is significantly linked to TCIM adoption and belief in its superiority over conventional medicine, including among individuals who express uncertainty about the reliability of online information. We suggest that the profiles of internet-engaged complementary medicine users are not uniform and may consist of both astute seekers who make an independently informed choice to use TCIM, as well as vulnerable users, potentially overwhelmed by misinformation. This study highlights the need to integrate TCIM into institutional healthcare frameworks, develop legal standards for TCIM use, promote digital health literacy, and improve doctor-patient communication.