Purpose/Significance With the widespread use of mobile social media, health information avoidance is a major influence on users’ health decisions and has important research value. The paper explores and constructs the model of mobile social media users' avoidance of health information absorption, aiming at providing theoretical support for media to standardize and improve health information dissemination. Method/Process Recruiting 18 mobile social media users via purposive sampling, the semi-structured interview method is used to collect data. And then, it carries on coding analysis, theoretical saturation test and coding reliability test through the grounded theory analysis. Result/Conclusion It refines 71 initial concepts, 19 basic categories and 6 main categories in order to reveal their relationships. Media use motivation positively affects media perceived value; media perceived value affects information adoption and absorption avoidance; information adoption negatively affects absorption avoidance; absorption avoidance consists of central path and edge path. On the basis of the theoretical model, it makes recommendations on the objectives, mechanisms and standards of media-led health information dissemination.