Nowadays, it is a common practice for healthcare professionals to spread medical knowledge by posting health articles on social media. However, promoting users’ intention to share such articles is challenging because the extent of sharing intention varies in their eHealth literacy (high or low) and the content valence of the article that they are exposed to (positive or negative). This study investigates boundary conditions under which eHealth literacy and content valence help to increase users’ intention to share by introducing a moderating role of confirmation bias—a tendency to prefer information that conforms to their initial beliefs. A 2 (eHealth literacy: high vs. low) × 2 (content valence: positive vs. negative) between-subjects experiment was conducted in a sample of 80 participants. Levels of confirmation bias ranging from extreme negative bias to extreme positive bias among the participants were assessed during the experiment. Results suggested that: (1) users with a high level of eHealth literacy were more likely to share positive health articles when they had extreme confirmation bias; (2) users with a high level of eHealth literacy were more likely to share negative health articles when they had moderate confirmation bias or no confirmation bias; (3) users with a low level of eHealth literacy were more likely to share health articles regardless of positive or negative content valence when they had moderate positive confirmation bias. This study sheds new light on the role of confirmation bias in users’ health information sharing. Also, it offers implications for health information providers who want to increase the visibility of their online health articles: they need to consider readers’ eHealth literacy and confirmation bias when deciding the content valence of the articles.

如今，医疗保健专业人员通过在社交媒体上发布健康文章来传播医学知识已成为一种普遍做法。但是，提高用户共享此类文章的意图具有挑战性，因为共享意图的程度因其eHealth素养（高或低）和他们所接触的文章的内容价（正或负）而异。这项研究调查了边界条件，在这些边界条件下，eHealth的素养和内容价通过引入确认偏见的调节作用来帮助提高用户的共享意愿，这种倾向倾向于偏爱符合其最初信念的信息。在80位参与者的样本中进行了2次（eHealth素养：高vs.低）×2（内容价：阳性与阴性）实验。在实验过程中，评估了参与者的确认偏差水平，从极端负偏差到极端正偏差。结果表明：（1）具有较高eHealth素养的用户在极端确认偏见时更有可能分享正面的健康文章；（2）具有较高eHealth素养的用户在具有中等确认偏见或没有确认偏见的情况下更有可能分享负面健康文章；（3）电子卫生知识水平较低的用户，在具有中等积极确认偏见的情况下，无论正价或负价均较容易共享健康文章。这项研究为确认偏倚在用户健康信息共享中的作用提供了新的思路。也，