The Effects of Health Literacy on Electronic Word of Mouth in Health Information Dissemination: The Moderating Role of Health Communication Competence

Background and Objectives: The transition to electronic communication from conventional methods has resulted in a natural shift from word-of-mouth to electronic word-of-mouth. The dynamics of electronic platforms has opened a new dimension for the society to ‘responsibly’ involve more in health information sharing to ensure that everyone has equal accessibility to health information. The main objective of this research was to examine the moderating effect of health communication competence on the relationship between health literacy and electronic word of mouth (e-WOM) in health information dissemination among Malaysia internet users. Materials and Methods: This descriptive study has applied cross-sectional time horizon as it was intended to identify the relationship between health literacy and electronic word of mouth in health information sharing among Malaysia internet users. ۴۰۰ samples were approached as the respondents in which each major region of Malaysia has represented by ۱۰۰ respondents. The instrument was a self-administered questionnaire with ۵۶ items, adapted from New Short-Form Health Literacy Instrument (HLS-SF۱۲), e-WOM questionnaire and CoCo questionnaire for health communication competence items.Results: The study has indicated Malaysia internet users have higher percentage of sufficient health literacy and its domains, compared to the to Malaysia Health Literacy Survey (MHLS) ۲۰۲۳. The results also found that health literacy and its three domains were significantly, positively and largely related to electronic word of mouth (e-WOM) in disseminating health information. Besides, the study has discovered the moderating effects of health communication competence on the relationship between the independent and dependent variables, with a significant interaction term in between disease prevention and health communication competence. Conclusion: Based on the study’s findings, the level of health literacy among internet users was sufficiently favorable and is expected to increase from time to time. Thus, it is advisable for the public health authorities to take advantage of this whole scenario of health literacy significance in influencing e-WOM among the society, especially future has foreseen a great impact of technology advancement in sharing important health information via the convenience of internet.

کلیدواژه ها:

e-WOM ، Health Communication ، Health Information ، Health Literacy