Research On Public First Aid Knowledge Learning Behavior On Social Media

There are problems such as the low rate of first aid popularization and the low level of public first aid knowledge in China.With the rapid development of information t echnology,social media has gradual ly become the primary way for people to obtain information and provides new opportunities for popularizing first aid knowledge.Although existing research has focused on the application of social media in first aid popularization,there is still a gap in t he study on the public first aid knowledge learning behavior on social media.The public’s active learning behavior is the key to ensuring the effectiveness of social media first aid popularization.From the perspective of individual behavior,this paper e xplores the three stages of public first aid knowledge learning on social media: formation of willingness to learn-> knowledge acquisition-> knowledge adoption and defines first aid knowledge lear ning behavior as health behavior and information behavior.At the theoretical level,explain t he factors and mechanisms that affect the learning behavior of first aid knowledge.To achieve the research goals,based on health behavior theory,infor mation behavior theory,protective motivation theory,stimulus-organism-response(S-O-R)model,and information adoption model,this paper analyzes first aid knowledge learning behavior from perspectives of individual motivation,social media technical char acteristics,and information characteristics,respectively.Firstly,from the perspective of individual motivation,the motivation for learning first aid knowledge and its influence on willingness to learn are explored.This paper analyzes the characterist ics of first aid knowledge and conceptualizes first aid knowledge learning as a socialized health behavior with collective attributes.Through semi-structured interviews,combined with the protection motivation theory,this paper identified the public’s selfrelated cognitive motivation,collective related cognitive moti vation,and emotional motivation to learn first aid knowledge.A theoretical model was constructed and empirically verified based on the interview results.The results show that in the con text of first aid knowledge learning,collective-related cognitive motivation plays a more critical role than self-related cognitive motivation and stimulates the public’s willingness to learn first aid knowledge by influencing emotional motivation.Secondly,from the perspective of technical characteristics of social media,we explore the impact of social m edia interactivity on first aid knowledge acquisition behavior.The behavior of the public to acquire first aid knowledge occurs in interaction with social media,and interactivity is one of the most signific ant features that distinguish social media from traditional media.This paper divides social media interactivity into three dimensions: human-information interaction,human-system interaction,and human-human interaction,and identifies two individual expe riences of the public on social media: involveme nt and presence.Drawing on the S-O-R model,we construct a theoretical model to explore how interactivity(S)affects individual experience(O),which in turn affects knowledge acquisition behavior(R).The study found that interactions of different dimensions affect personal experience and knowledge acquisition behavior.Human-information interaction affects knowledge acquisition through involvement,while human-human interaction affects knowledge acquisition through presence.Human-information interaction and human-human interaction have more potent effects on individual experience than human-system interaction.Finally,this paper explores the influence of first aid knowledge information characteristics on adoption be havior from the perspective of information characteristics.According to the information adoption model,informational cognitive characteristics(such as argument quality and source credibility)affect individuals’ cognition(such as perceived information usefulness),affecting information adoption behavior.Based on the information adoption model and combined wit h the characteristics of first aid knowledge,this paper explores how th e cognitive characteristics,emotional characteristics,and social charact eristics of first aid knowledge join tly affect knowledge adoption behavior.This paper identifies affective fac tors(i.e.,emotional arousal)and social factors(i.e.,social norms)t hat influence knowledge adoption.The study found that the emotional char acteristics of first aid knowledge can affect knowledge adoption through emotional arousal;social characterist ics can affect knowledge adoption through social norms.Social norms had the most potent effect on first aid knowledge adoption,while emotional arousal and perceived usefulness cou ld synergistically affect knowledge adoption.This paper has important theoretical and practical significance for promoting the public’s first aid kn owledge learning on social media.From a theoretical point of view,thi s paper,by subdividing the first ai d knowledge learning process,explores the first aid knowledge learning willi ngness,the first aid knowledge acquisition behavior,and the first aid knowledge adoption behavior and gradually reveals the internal mechanis m of the public first aid knowledge learning behavior on social media.Combined with health behavior theory and information behavior theory,this paper expounded on the influencing factors and mechanism of fir st aid knowledge learning behavior from the perspectives of individual motivation,social media characteristics,and information characteristics.From a practical point o f view,this paper will help guide the government and organizations to stimulate better the public’s motivation and willingness to le arn first aid knowledge.This paper also provides social media managers and first aid knowledge science practitioners with design optimi zation suggestions regarding function and content to promote the public’s first aid knowledge learning behavior on social media.Thus,this paper can potentially help improve the public’s first aid knowledge level.