Health Information Seeking and Behavior in the Korean Population During the COVID-19 Pandemic

Background: Online health information seeking emerged as a critical form of public health behavior during the COVID-19 pandemic, generating substantial research interest. However, empirical studies examining health information-seeking patterns among Korean populations and their behavioral outcomes during the pandemic remain limited. Grounded in the information–motivation–behavior skills model, this study investigates online health information-seeking behaviors, including information sources, search terms, and engagement patterns, while also exploring their association with actual health behaviors during the COVID-19 pandemic. Methods: A structured survey was developed based on 1014 adults aged 19 years or older using the 2021 Korean version of the Health Information National Trends Survey (K-HINTS) to obtain nationally representative data. We adopted a structural equation model and analyzed the data using SPSS 25.0 and the WordArt site. Results: Of the respondents, 74.2% sought health information online, with vaccine details being the most widely searched topic. Mobile phones were the most commonly used devices (75.8%), and 98% searched for health information online via mobile devices at least once a week. Information (β = 0.230, p < 0.001), motivation (β = 0.117, p < 0.01), and behavior skills (β = 0.117, p < 0.01) positively influenced consumers’ behavioral changes regarding health. Behavioral skills also mediated the influences that information seeking and motivation had on behavioral changes. Conclusions: This study examines four aspects of online health information seeking through nationally representative COVID-19 data in South Korea. Exploring the relationship between information-seeking and actual health behaviors provides crucial insights for predicting post-pandemic consumer behavior and developing effective public health communication strategies for future crises.