With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content online. The moderating role of gender differences is also tested in the model.

As the world enters the second year of the pandemic, many posts are marketed to promote products under the guise of spreading knowledge to fulfill the users’ requirement for health knowledge. Current research, however, has primarily focused on methods to improve health literacy rather than the impact of this new form. To remedy this deficiency, this research use Cognition–Affect–Conation Pattern (CAC) to investigate digital media users and to determine attitudes towards this new form and influential. Data was collected in December 2021 from 314 users in Guangzhou, China, via a Likert-type scale developed by the researchers. Regression analyzes were also performed. Research has shown that consumer attitudes in health knowledge marketing fall within the standard learning hierarchy, with consumer self-cognition and information quality cognitions showing a positive relationship with their affect and conation. At the same time, affect did play a mediating role in this model. The results of our study provide constructive solutions for companies to optimize the communication environment of health spread in society. The findings not only provide researchers with a new perspective to study the impact of interactive digital media communication on health knowledge, but also help identify users’ information needs and formulate effective strategies to increase consumers’ understanding and application of health knowledge and products. Providing health knowledge content and leveraging digital media to develop well-established communication channels is important to foster relationships with customers.