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The Influence of Offline and Online Intrinsic Motivations on Online Health Information Seeking

ABSTRACT We examine how intrinsic motivations in two health interaction contexts – online and doctor’s office visit – influence online health information seeking (OHIS). Many studies have approached OHIS through short-term gratification of informational needs. Our study uses a conceptual framework of intrinsic human motivation to better understand OHIS as a form of sustained behavior. We applied Self Determination Theory’s three key constructs (Autonomy, Competence, and Relatedness) within a locus of patient-physician relations. Our findings, based on a survey of 993 online health information seekers in India, show that support for Autonomy in the online context explains all three categories of OHIS behaviors: Diagnosis and Treatment Information Seeking, General Health Information Seeking, and Office Visit Information Seeking. Support for Relatedness in the online context explains only Office Visit Information Seeking. However, support for Autonomy, Competence, and Relatedness in the office visit experience could not explain why people engage in OHIS overall. Motivations for the office visit are not associated with the online experience, suggesting that online and offline are not just two kinds of substitute health interaction contexts.