A study of the effect of viewing online health popular science information on users' willingness to change health behaviors – based on the psychological distance perspective

Along with increased health awareness and the advent of the information age, online health popular science information (OHPSI) has received more attention. However, it is unknown how the lots of online health information influences users to change unhealthy behavioral habits. Therefore, based on the psychological distance perspective, our research investigated the effect of viewing online health information on users' willingness to change their health behaviors in the future. In addition, this study also introduced the protection motivation theory to further investigate the mediating effect of protection motivation in the mechanisms of psychological distance in online health information. The data of the study were obtained by the research method of questionnaire survey and the proposed hypotheses were validated using Smartpls software. 87.28% of the respondents in this study's survey sample were aged 18–40 years old, and people in this age group have higher pressure from study and work, and live a fast-paced life with less free time, which makes them more likely to pay attention to OHPSI to improve their health. Therefore, the age group of the sample of this study is in line with the research purpose of this paper, which is conducive to enhancing the authenticity and reliability of the conclusions of this study. The conclusions of the study showed that the temporal, social, hypothetical and experiential distances in psychological distance can positively influence users' self-protection motivation. And protection motivation has a positive effect on users' willingness to change health behaviors. In addition, protection motivation can completely mediate the influence of psychological distance on users' willingness to change health behaviors after viewing online health information. The research not only expands the scope of application of construal level theory and protection motivation theory, but also has significant impact for creators of OHPSI and public health departments.