Investigating the determinants of user adoption behavior in the context of conflicting health information: a DEMATEL-ISM model approach

Purpose The purpose of this paper is to investigate the factors influencing user adoption behavior in the context of conflicting health information, thereby contributing to the understanding of users' information decision-making and adoption processes within intricate information environments. Furthermore, this research endeavors to offer guidance for mitigating the adverse effects of contradictory health information on users' cognitive perceptions. Design/methodology/approach First, this study used literature coding to identify factors that influence user adoption behavior in the context of conflicting health information. Secondly, we utilized the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method to unveil the key influencing factors based on centrality and causality. Lastly, utilizing the Interpretive Structural Model (ISM), we constructed the multilevel hierarchical structure model of influencing factors to delineate the relationships among factors across different levels. Findings The key causal factors influencing user adoption behavior in the context of conflicting health information include user basic characteristics, experience accumulation, and information type. The key result factors consist of psychological emotion, perceived trade-offs, and the source credibility. The significant elements include users' psychological emotions, perceived trade-offs, emotional support, source credibility, and informational support. Furthermore, user adoption behavior in the context of conflicting health information is a manifestation of the interplay among surface-level, mid-level, and deep-level factors. Research limitations/implications Theoretically, this paper enriches the existing relevant theoretical framework and offers a novel perspective for further investigation into user adoption behavior concerning conflicting health information. Practically, this study extracts factors that can influence user adoption behavior in the context of conflicting health information which is an essential reference value for guiding and optimizing user adoption behavior. Originality/value This paper expands the system of factors influencing user adoption behavior in the context of conflicting health information from individual, information and social perspectives. Utilizing DEMATEL quantitative analysis and ISM multilevel hierarchical models, this research examines and illustrates the significance of the influencing factors and their interrelationships.