Intention to View Health TV Programs in South Korea: An Application of the Comprehensive Model of Information Seeking

Abstract

As people have become increasingly concerned about their health, programs about health have proliferated on South Korean television. This study's purpose is to identify the factors associated with and processes through which Korean adults intend to view health TV programs. The comprehensive model of information seeking (CMIS) was tested using structural equation modeling that was fitted with survey data from a nationally representative sample of 1,020 South Korean adults. Results indicate that the demographic antecedents of being female and older adult and the psychological antecedents of being health conscious and health literate significantly predicted the degree to which people would perceive health TV programs to be useful. Among the information carrier factors of health TV programs, utility was directly related to intention to view, while trust in health information on TV was only indirectly related to intention to view. For theoretical implications, we suggest further conceptual and operational refinement of CMIS. For practical implications, we highlight the importance of motivational and utility factors in predicting people's intention to view health TV programs. Finally, this study stresses the importance of TV as a viable health information provider that can reduce health information gaps and help people (particularly older adults, the poor, and the less educated) to improve their health knowledge and health behaviors.