Why patients switch help from online to offline: An empirical investigation of emotions and effects of cognitions

Abstract

People have different reactions when they encounter different levels of health threats. Individual cognitions towards the seriousness of health threat and emotions arise from health threats often motivate people to seek help online and offline. To examine the effects of cognitions and emotions on help seeking behaviors on different levels of health threats, we propose a research model based on protection motivation theory and cognition-emotion-behavior framework. Empirical data were collected through questionnaires and analyzed by Smart PLS. The results show that perceived susceptibility and perceived severity have positive significant influence on fear which leads on anxiety. Perceived health knowledge has negative influence on anxiety. Fear and anxiety can motivate individuals to seek help online and offline, especially in the high health threats condition. In addition, fear has significant influence on help seeking offline while anxiety has significant influence on help seeking online. Expectation confirmation has different effects on help seeking offline in different levels of health threats. This study extends PMT through the lens of cognition-emotion-behavior framework, and it expands research scope to help seeking behaviors.