Background Existing health education and communication research routinely measures online channel use as a whole by, for example, evaluating how frequently people use the internet to search for health information. This approach fails to capture the complexity and diversity of online channel use in health information seeking. The measurement of generic online channel use may cause too much error, and it lends no support to media planning in public health promotion campaigns or scholarly research involving online channel use. Objective This study intends to present a thorough picture of patterns of online health information channel use and classify the use of various types of online health information channels, including WeChat, microblogs, web portals, search engines, mobile apps, and online forums. Under the framework of the risk information seeking and processing model, this study also analyzes the differences in individuals’ motivations for channel selection to offer further evidence to validate the classification scheme. Methods This study sampled 542 Chinese internet users in Beijing. The average age of the respondents was 33 years, female respondents accounted for 52.0% (282/542) of the sample, and the average monthly income ranged from US $900 to $1200. The study surveyed the use of 13 commonly used online health information channels and various sociopsychological factors associated with online health information seeking. Results This study derived 3 categories of online health information channels: searching, browsing, and scanning channels. It was found that the use of online searching channels was affect driven (B=0.11; β=0.10; P=.02) and characterized by a stronger need for health knowledge (B=0.09; β=0.01; P<.001). The use of browsing channels was directly influenced by informational subjective norms (B=0.33; β=0.15; P=.004) and perceived current knowledge (B=0.007; β=0.09; P=.003). The use of scanning channels was mainly influenced by informational subjective norms (B=0.29; β=0.15; P=.007). Conclusions The results of this study suggest that health communication practitioners and scholars may consider measuring the use of internet, new media, or online media more precisely instead of simply asking the public about the frequency of online channel use or internet use in the acquisition of health information. Scholars and practitioners may consider measuring the use of online health information channels by using the 3-category scheme described in this study. Future research is encouraged to further explore how people process health information when using different online channels.

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Background Since the rise of the internet, online health information seeking has become a worldwide phenomenon. However, health and health communication are inherently culture bound. A data-driven cross-country comparison enables us to better understand how cultural factors moderate the association between individual-level determinants and online health information seeking. Objective The objective of the study was to examine similarities and differences in determinants of internet cancer information seeking between the US and Chinese general public (excluding cancer patients and survivors) under the framework of a behavioral model of health services use. Methods This study used Health Information National Trends Survey (HINTS) 2017 (US data) and HINTS-China 2017 data to answer the research question. It focused on people with no cancer history and with internet access. For the HINTS 2017, the sample size was 2153; for the HINTS-China 2017, the sample size was 2358. To compare China and the United States, the researchers selected the same set of study variables for each dataset. Under the framework of the behavioral model of health services use, these predictors were predisposing factors, enabling factors, and need factors. Results In terms of the predisposing factors, a higher age, college degree or above, being currently unemployed, and having a family history of cancer were associated with internet cancer information seeking for the Chinese respondents; none of these factors were related to information seeking for the US respondents, although a lower age was associated with information seeking. Regarding the enabling conditions, lower trust in family members and friends as reliable information sources was the only factor associated with information seeking for the Chinese respondents, while no enabling factor was related to information seeking for the US respondents. Regarding the need factors, perceived health status was not related to information seeking for the Chinese respondents, while perception of poorer health condition was related to information seeking for the US respondents. Higher cancer fear was related to information seeking for both groups, but the magnitude of association was smaller for the Chinese respondents than for the US respondents. Conclusions Overall, under the framework of the behavioral model of health services use, the results based on multivariate logistic regression reveal clear patterns of cross-country/cultural differences in the factors associated with internet cancer information seeking behaviors: predisposing characteristics and enabling conditions are more important in China, while perceived needs are more significant in the US. Such differences might reflect possible US-China differences in job environment (eg, job pressure) and culture (individualism vs collectivism and family structure).