摘要：[目的/意义]网络医疗众筹是在网络化条件下兴起的新慈善筹款模式，对于社会个体的救助以及慈善氛围的培养具有重要意义，但针对网络医疗众筹信息的规避行为动机研究仍比较缺乏。[方法/过程]研究从网络医疗众筹信息的健康信息属性和社交信息属性入手，以新平行加工过程模型和动机性信息加工理论为基础构建了信息规避影响因素模型，运用问卷调查法和结构方程模型进行实证分析。[结果/结论]研究结果表明，网络医疗众筹信息规避行为受到感知恐惧的正向影响和亲社会动机的负向影响。其中，对众筹信息的信任正向影响亲社会动机，而感知恐惧来自对信息威胁程度的评估。

Abstract: [Purpose/significance] The online medical crowdfunding is a new form of charity in the network, which isof great significance for individual social assistance and the cultivation of charitable atmosphere. However, there is stilla lack of research on the motivation of avoidance behaviors on online medical crowdfunding information. [Method/process] Considering the health information attributes and social information attributes of online medical crowdfunding information, this study constructs its influential factors model based on the extended parallel process model and motivated information processing theory, and conducts empirical analysis by using questionnaire survey and structural equation model. [Result/conclusion] The results show that the information avoidance behavior of online medical crowdfunding is positively affected by perceived fear and negatively affected by prosocial motivation. Among them, trust in crowdfunding information positively affects prosocial motivation, while perceived fear comes from the assessment of information threat.