Purpose: This research aims to explore the factors that affect the adoption of Web 2.0 among knowledge workers. The research specifically investigated the role of factors related to both knowledge seeking and knowledge sharing, in the context of Web 2.0 use by health care professionals. Design/methodology/approach: For this research, a cross-sectional survey design was adopted. The data were analyzed using the partial least square-structural equation modeling. Findings: The results confirmed that the intention to adopt Web 2.0 depends upon both the knowledge-seeking and the knowledge-sharing attitudes. However, between the two, it is knowledge-sharing factors that are more important. Health care professionals tend to share knowledge driven by intrinsic motivators rather than by extrinsic motivators. On the other hand, knowledge-seeking attitude was determined by usefulness of knowledge and was not affected by the effort involved. Research limitations/implications: All the respondents were health care professionals from India and convenience sampling was used to reach them. This may limit the generalizability of the findings. Practical implications: This research provides useful insights on implementing Web 2.0-based knowledge management systems, specifically for health care professionals. Particularly, it emphasizes the need to focus on reinforcing intrinsic motivators like self-efficacy and the joy of sharing. Originality/value: It is perhaps the first study that integrates the factors related to knowledge sharing and seeking in a single theoretical model, thereby presents and tests a more realistic model of knowledge management.