Channel Effects on Online Health Information Seeking in the Age of AI: An Extension of the CMIS Framework

The rapid expansion of online health information channels, particularly emerging artificial intelligence (AI) platforms, is transforming how individuals access and evaluate health information. Drawing on an extended Comprehensive Model of Information Seeking (CMIS), this research examined how different channel types (AI-based, short-video, and text-based) influence online health information-seeking behavior (OHISB) through a pilot validation (N = 258), a cross-sectional survey (Study 1; N = 300), and a between-subjects experiment (Study 2; N = 300). Study 1 tested an extended CMIS model incorporating channel type, source credibility, information credibility, and perceived usefulness, while Study 2 examined the causal effects of channel exposure. Structural equation modeling in Studies 1 and 2 consistently showed that source and information credibility predicted OHISB indirectly through perceived usefulness. AI channels showed no advantage in Study 1, whereas Study 2 found that participants perceived AI sources as more credible and useful, which indirectly predicted stronger intentions for SAMC and information seeking through the credibility–usefulness pathway. This change may reflect methodological differences between self-report recall-based and direct exposure designs, and the public’s growing familiarity with AI technologies. By integrating channel characteristics and credibility perceptions, this study extends the CMIS framework and provides evidence for AI’s enhanced perceived credibility in health information contexts, offering insights for improving AI-driven health communication.