Abstract
OBJECTIVE: Generative AI is increasingly used to provide health-related information in addition to online health information seeking (OHIS). Users' willingness to adopt it is crucial. This study investigates individual factors associated with more frequent OHIS: health status, health anxiety, and eHealth literacy. Using the Technology Acceptance Model (TAM), we examined whether these factors are related to more trust in generative AI for health-related purposes and the willingness to use it. METHODS: Using SEM, we analyzed cross-sectional survey data (N = 4775) that is representative of adult Czech internet users (50% female; aged 18-95 years). RESULTS: Trust in AI was strongly associated with willingness to use AI. Health status and health anxiety were related to willingness to use AI only indirectly through trust. Higher eHealth literacy was associated with more trust only marginally and had no direct relationship with willingness to use AI. Wellness-related OHIS was positively associated with willingness to use AI for wellness purposes, and illness-related OHIS was associated with willingness to use AI for illness purposes. CONCLUSION: Although not emphasized in TAM and its health-related extensions, trust seems to be a critical mediator in the adoption of generative AI for health purposes. Other factors related to OHIS were not associated with willingness to use AI, except for their relationship with trust. eHealth literacy is practically unrelated to trust and willingness to use AI, which is noteworthy given that health anxiety and health status related to higher acceptance are associated with more risky or high-stake use of online health information.