Influence of e-health literacy on dairy consumption behavior of rural residents in Heilongjiang province
The low level of knowledge of dairy products leads to insufficient dairy consumption of rural residents,based on the survey data of rural resi-dents in Heilongjiang province,this paper uses the Heckman two-step model to analyze the impact of e-health literacy on rural residents'dairy purchase behavior from the perspective of health communication.The results showed that:at present,the level of e-health literacy of rural residents is generally low,and the proportion of respondents whose e-health literacy is above the qualified level is only 11.08％;2e-health literacy not only has a positive direct impact on dairy purchase behavior of rural residents,but also indirectly affects dairy purchase behavior through the mesomeric effect of self-efficacy;health concern plays a positive moderating role in the process of e-health literacy affecting rural residents'dairy purchase behavior.Based on this,this pa-per proposes strategies to improve rural residents'e-health literacy,in order to stimulate rural residents'dairy consumption potential,improve the nutri-tional and health levels ofthe entire population,and promoting the National and Nu trition and build a Healthy China.
万方数据
维普
