Research On The Health Communication Effect Of Social Media "Doctor Lilac"

The proposal of the "Healthy China" strategy in the report of the 19 th National Congress of the Communist Party of China has flooded the social media field from the media,and health communication has developed opportunities in the new era."Doctor Lilac" has long been ranked first on the public health list,but its effect research has mostly stayed on the surface description statistics.This paper focuses on exploring the effects of social media "Doctor Lilac " on the audience’s awareness of health information,evaluation and judgment of health information,and achieving the final behavior change through the ten major variables and their relationships.This thesis uses "fear appeal",KAP and TAM theoretical models to guide the full text.After integrating and supplementing the KAP model and the technology acceptance model,the "Health Information Cognitive Scale" "Evaluation Measurement Scale" and "Health Behavior Measurement Scale" are research tools.A questionnaire survey was conducted on social media " Doctor.Lilac " fans.418 valid questionnaires were recovered.SPSS24 was used for factor analysis,descriptive statistics,regression analysis and analysis of variance.The obtained research results are as follows: cognitive,attitude evaluation and demographic variables have no significant predictive power on the public’s healthy living habits;gender positively affects the public’s avoidance of harmful behaviors in healthy behaviors;perceived ease of use,perceived fear,education It has a strong positive predictive power for emotional management,and attitude evaluation positively predicts compliance behavior;only perceived fear has a strong positive predictive power for overall health behavior.Demographically,different genders have significant differences in “perceived usefulness” and “attitude evaluation”,and different ages have “significantly different” “perceived usefulness”.There are significant differences in “perceived fear” in different educational backgrounds.There are significant differences in revenue for "perceived ease of use".According to the quantitative results and text analysis,this article points out that the social media " Doctor.Lilac" has no significant effect on the change of health behavior,and there are problems in the form of the content of communication,and summarizes the reasons.Finally,according to the results of the research,in terms of cognition,attitude and behavior,the targeted arrangement of " Doctor.Lilac" was proposed to reconstruct the cognitive schema;balance the risk of disease and prevention effectiveness;enrich the scientific literacy and optimization platform Accomplishment,digging up experienced users;deepen community interaction feedback,follow up on changes in the health behavior of the audience,improve the follow-up content of health behaviors,expand offline health activities and other suggestions.As a reference for the healthy spread of social media.