Using the Theory of Planned Behavior to predict information- and support-seeking on Facebook in people with...

Many people with endometriosis want to learn more about their condition and connect with others for support. Frequently they turn to social media site Facebook to do so. This study aimed to explore the drivers of endometriosis consumers' intentions and use of Facebook for health-related information and support, as outlined in the Theory of Planned Behavior (TPB).

Participants were 99 Australian adults with laparoscopically diagnosed endometriosis. An online cross-sectional survey collected data on demographics, TPB variables (attitudes, subjective norms and perceived behavioral control), past behavior and Facebook use. Sixty participants completed a follow-up survey two weeks later to measure subsequent behavior. Predictors of intentions and behavior were investigated using two-step regression analyses.

Significant predictors of intention to gather information on Facebook were attitudes, subjective norms and past behavior, accounting for 45% of the variance. For support-seeking intention, attitudes and past behavior were predictors and together explained 51% of the variance. At follow-up, intention and past behavior predicted support-seeking, accounting for 39.1% of the variance. Intention was the only predictor of information-seeking and explained 43.3% of the variance.

Participants were more likely to have intentions to use Facebook for endometriosis support and information if they held favorable attitudes and had done so in the past. Intentions and past behavior also predicted subsequent behavior. Health providers wanting to facilitate education and peer support on Facebook for people with endometriosis might consider targeting those already on the platform and encouraging positive views towards its use for this purpose.