Predictors and Outcomes of Online Health Information Avoidance in the Context of COVID-19: Application and Extension of the PRIA Model

Authors

• Mengfei Guan, University of Oklahoma
• Qinghua Yang, Texas Christian University
• Peyton Carey, Texas Christian University
• Abigail E. Wolff, Kansas City University
• Weidan Cao, The Ohio State University

Document Type

Article

Publication Title

Health Communication

Abstract

Despite its significant implications for public health and individual decision-making, research on information avoidance remains limited. In this study, we applied and extended the model of planned risk information avoidance (PRIA) to examine how sociocultural, cognitive, and affective factors shape online health information avoidance (OHIA). Using a three-wave longitudinal online survey, we found that risk perception, attitude toward information avoidance, and eHealth literacy at Time 1 significantly predicted OHIA at Time 2. Avoidance-related subjective norms were positively associated with attitude toward avoidance but negatively associated with perceived behavioral control and eHealth literacy. Although OHIA at Time 2 did not predict protective behaviors at Time 3, it was negatively correlated with concurrent protective behaviors at Time 2. These findings offer theoretical insights into the mechanisms underlying health information avoidance in the digital era and provide important guidance for health campaign design.

DOI

10.1080/10410236.2026.2678930

Publication Date

6-8-2026

ISSN

1532-7027

Recommended Citation

Guan M, Yang Q, Carey P, Wolff AE, Cao W. Predictors and Outcomes of Online Health Information Avoidance in the Context of COVID-19: Application and Extension of the PRIA Model. Health Communication. 2026; . doi: 10.1080/10410236.2026.2678930.