Table 6 Results of hypothesis testing

Promotion focus has a positive impact on patients’ emerging treatment-related health information seeking behaviour.

0.527

< 0.001

Prevention focus has a positive impact on the patients’ conservative treatment-related health information seeking behaviour.

0.818

< 0.001

The emerging treatment-related health information seeking behaviour of patients with a promotion focus has a negative impact on their adherence.

0.035

0.593

The conservative treatment-related health information seeking behaviour of patients with a prevention focus has a positive impact on their adherence.

0.521

< 0.001

If the level of media campaigns increases, then the relationship between promotion focus and emerging treatment-related health information seeking behaviour will be strengthened.

0.247

< 0.001

If the level of website reputation increases, then the relationship between prevention focus and conservative treatment-related health information seeking behaviour will be strengthened.

0.147

0.011