A Study On Women Health Information Adoption In Popular Science Short Video

With the continuous development and popularization of Internet technology,Internet users continue to break new heights.Short videos are increasingly popular with more users because of the barriers to entery the field are low and they can spread more quickly.Compared with text and pictures,dynamic short videos are more vivid,intuitive,more attractive,and can also carry more information.With the improvement of people’s living standards,the increasing importance of health and quality of life,health knowledge is becoming more and more important to people,and human health-related knowledge science occupies a corner of the video platform,where women-related health science short video accounts are gradually rising,such as "Jiaxingzhishi","Mr.Six Stories","Yingtang Video",etc.,all have over 1 million followers on the Bilibili.The spread of women’s health science information Whether the spread of women’s health information is effective and what factors significantly affect the effectiveness need to be studied.Based on this,this study uses users who have watched women’s health videos on social media as the target audience,uses “Information Adoption Model” as the original framework to form a research model,and uses quantitative research methods to create a questionnaire to investigate the relationship between information characteristics,perceived value of users and information adoption behaviour.The data were analysed using SPSS software and the following conclusions were drawn: the relevance,exhaustiveness,comprehensibility and expertise of source on women’s popular science videos positively influence users’ perceived usefulness and threat,which in turn positively influence users’ information engagement and information adoption behaviours.Based on the findings,this study proposes the following recommendations for both spreaders and receivers with regard to the current situation of the spread of short videos on women’s health: short video platforms need to continuously strengthen the supervision of sources and create topics to provide support;while content creators need to meet the diversified needs of audiences in terms of content selection and avoid homogenisation,and to creat personalised communication,while audiences need to improve their knowledge health literacy level.