Integrating the Situational Theory of Problem Solving and Technology Acceptance Model to Predict Intention to Practice Health Protective Behavior for Influenza-Like Illness Among TikTok Users: Cross-Sectional Study

Abstract

Background: Outbreaks of influenza-like illness (ILI) pose ongoing public health challenges, prompting widespread demand for timely and accessible health information. TikTok, a leading short video platform, has emerged as an overarching channel for disseminating health-related content, particularly in mainland China. While previous studies have examined health communication on social media, few have integrated complementary theoretical frameworks to understand how user perceptions and motivations jointly influence health behaviors. Objective: This study integrates the situational theory of problem solving (STOPS) and the technology acceptance model (TAM) to examine the communicative actions and intentions of Chinese TikTok users to adopt health protective behaviors in response to ILI. Methods: A cross-sectional web-based survey was conducted in China between June and July 2023 using convenience and snowball sampling. A total of 1109 valid responses were analyzed using partial least squares structural equation modeling. Constructs from STOPS (problem recognition, constraint recognition, involvement recognition, situational motivation, and communicative action in problem solving) and TAM (perceived usefulness, perceived ease of use, and attitude) were measured alongside risk perception and intention to engage in protective behaviors. Results: Perceived usefulness (β=.344; P