Shen Yanqi;Song Xiaokang;Zhu Qinghua;School of Information Management, Nanjing University;School of Management, Xuzhou Medical University;  

[Purpose/Significance]Online surrogate health information seeking has become an important way for information vulnerable groups to bridge the digital divide.From the perspective of substituted searchers, studying the impact of online surrogate health information seeking on health literacy of the elderly has important reference significance for further understanding the behavioral effects of surrogate seeking.[Method/Process]Based on social cognitive theory, this paper constructed the influence model of online surrogate health information seeking on health literacy of the elderly, and put forward five hypotheses.A questionnaire survey was used to collect 238 valid sample data of the elderly.SPSS and SmartPLS software were used for subsequent data analysis and hypothesis test.[Result/Conclusion]Social interaction, online surrogate health information seeking and health consciousness all positively affect the health literacy of the elderly, and the elderly's health consciousness is the most important factor affecting their health literacy.Through the moderating effect analysis, it finds that health consciousness could positively moderate the impact of online surrogate health information seeking on health literacy of the elderly, and social interaction negatively moderate the impact of online surrogate health information seeking on health literacy of the elderly.

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