Abstract: [Purpose/Significance] Based on the Information Adoption Model and Theory of Planned Behavior, this paper constructs a research model of the factors influencing adoption willingness of the health information in the mobile UGC community to examine whether UGC information adoption is specific in following the current theory of information adoption willingness. [Design/Methodology] The data was collected through online questionnaires survey with users in the user-generated content community,structural equation models were used to verify the influencing factors of users' willingness to adopt health information, and various influencing factors and their influence paths were analyzed. [Findings/Conclusion] In the mobile UGC community, the general process of health information adoption is affected by the attitude toward behavior of users; the user's behavior of giving reputation directly affects the subsequent user's willingness to adopt health information; perceived knowledge consensus helps users in the mobile UGC community to judge the value of health information. [Originality/Value] This study enriches current research on mobile UGC community and factors influencing health information adoption, confirms the moderating role of the attitude toward behavior, further explores the limitations of the reputation characteristics and the perceived knowledge consensus affecting information adoption.

Keywords: UGC, Information adoption, Information behavior, Health information