Research On The Adoption Of Health Science Short Video Information

Health knowledge popularization is an important way to improve people’s health literacy.In the era of mobile Internet,the production mode and transmission path of health knowledge become increasingly diversified.After the change of health knowledge communication channels from brochures or slogans to mass media such as TV,newspaper and radio,and then to Internet media such as portal website,wechat,microblog and client,short video has become one of the important helpers.Wang Yuping,deputy director of China Institute of science popularization,believes that short video app has become a new knowledge learning platform for users,and knowledge acquisition can be carried out anytime and anywhere.The new combination of "short video + health" is not only conducive to the scene and personality of health knowledge dissemination,but also conducive to the realization of the inclusive,promotion and sharing of health knowledge.Therefore,this paper further explores the specific factors that affect users’ willingness to adopt health messages.First of all,this study takes the high-quality short videos of health science popularization on Tiktok and Kwai platforms as examples,and summarizes the reasons,current situation,characteristics and unique advantages of the rise of short health science videos,and understands and grasps short health science videos from a macro perspective.Secondly,based on the information adoption theory,media dependence theory,health belief model and in-depth interviews with users,this paper constructs and verifies the information adoption model of health science short video,and uses spss22.0 software to verify the model.Through empirical research,it is found that the five variables of information quality,credibility of information sources,media dependence,perceived ease of use expectations,and perceived health threats have a positive correlation with perceived usefulness.The three variables of perceived usefulness,information quality,and credibility of information sources are positively correlated with users’ health knowledge adoption behavior.Gender has little effect on the observed variables.The marital status has a significant impact on each variable.Age,education background,work industry and monthly income will have a significant impact on several of the observed variables.Thirdly,based on the results of empirical research,this study analyzes the factors that affect users’ health knowledge adoption,and provides seven reasonable countermeasures for the development of health science short video from the perspective of the country,platform,operators and users.Relevant national departments and hospitals should set up relevant mechanisms to ensure the reliability of short popular science videos.The media platform should strengthen the supervision of short videos of health science popularization and rebuild public trust.Operators should deeply cultivate high-quality content to ensure the scientificity of information from the source;achieve accurate riveting between supply and demand to improve the usefulness of health information;integrate with life to improve the usability of short health science videos;adhere to the appropriate combination of public welfare science and commercial cash flow.Users should change their thinking,embrace changes and enhance their health information literacy.