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.
维普
万方数据