Abstract: Exploring the formation mechanism and conceptual model of users’ health information
sharing behavior on WeChat moments is helpful to enrich the existing research system, optimize the online
health information services of relevant parties, improve the current situation of medical services in China,
and indirectly contribute to the implementation of the “Healthy China 2030” strategy. Using semi-structure
interview method to collect data, the influencing factors of users’ health information sharing behavior
on WeChat moments are extracted, in accordance with the coding requirements of grounded theory, the
formation mechanism is analyzed and its conceptual model constructed. The research shows that the health
information publisher and platform operator are external and indirect influencing factors, which include four
influencing paths: the quality of health information, the recognition of the publisher, the standardization of
management and the service quality of the platform. Users are the internal and direct influencing factor that
consists of three impact paths: personal preference, perceived income and perceived risk.

Key words: WeChat moments, Health information, Information sharing, Grounded theory