Factors Influencing the Accessibility and Reliability of Health Information in the Face of the COVID-19 Outbreak-A Study in Rural China.

Rural residents have been shown to have limited access to reliable health information and therefore may be at higher risks for the adverse health effects of the COVID-19. The aim of this research is 2-fold: (1) to explore the impacts of demographic factors on the accessibility of health information; and (2) to assess the impacts of information channels on the reliability of health information accessed by rural residents in China during the COVID-19 outbreak. Mixed methods research was performed to provide a relatively complete picture about the accessibility and reliability of health information in rural China in the face of the COVID-19. A quantitative research was conducted through surveying 435 Chinese rural residents and a qualitative study was performed through collecting materials from one of the most popular social media application (WeChat) in China. The logistic regression techniques were used to examine the impacts of demographic factors on the accessibility of health information. The Content analysis was performed to describe and summarize qualitative materials to inform the impacts of information channels on the reliability of health information. Age was found to positively associate with the accessibility of health information, while an opposite association was found between education and the accessibility of health information. Rural residents with monthly income between 3,001 CNY and 4,000 CNY were the least likely to access health information. Rural residents who worked/studied from home were more likely to access health information. Meanwhile, health information tended to be derived from non-official social media channels where rumors and unverified health information spread fast, and the elderly and less-educated rural residents were more likely to access health misinformation. Policy makers are suggested to adopt efficient measures to contain the spread of rumors and unverified health information on non-official social media platforms during the outbreak of a pandemic. More efforts should be devoted to assist the elderly and less-educated rural residents to access reliable health information in the face of a pandemic outbreak.