Bridging cancer information scanning, seeking, and cancer-preventive behaviors: Testing the extended comprehensive model of information seeking

An increasing number of Chinese individuals rely on social media, particularly WeChat, to acquire cancer-related health information through active information-seeking and less active information-scanning behaviors. These behaviors have been shown to influence individuals’ health perceptions and practices. Therefore, understanding the determinants of the Chinese public’s cancer-related health information-seeking and -scanning behaviors on WeChat, as well as their behavioral outcomes, is essential. In response, this study applies the Comprehensive Model of Information Seeking (CMIS) to examine the antecedents, interrelationships, and behavioral outcomes of cancer information-seeking and scanning behaviors on WeChat. A cross-sectional online survey of 1478 WeChat users aged 18–69 was conducted between December 20 and 24, 2023. Structural equation modeling (SEM) analysis revealed that perceived susceptibility, perceived credibility, and perceived utility were positively associated with WeChat users’ information-scanning and -seeking behaviors, whereas perceived severity had a negative effect. WeChat self-efficacy was not significantly associated with either behavior. Additionally, individuals who frequently scanned cancer information were more likely to engage in information-seeking behavior, and both behaviors were positively associated with cancer-preventive behaviors. This study extends the CMIS framework to a non-Western social media context by examining cancer information-scanning and -seeking behaviors on WeChat, thereby strengthening its applicability to digital health information behaviors. The findings provide practical implications for health practitioners and library and information science professionals in designing more effective cancer communication and information services tailored to WeChat’s media ecosystem.