Research On The Influencing Factors Of User Interaction Behavior Of Traditional Chinese Medicine Short Videos

[purpose]General Secretary Xi Jinping pointed out that traditional Chinese medicine is the treasure of ancient Chinese science.With the continuous deepening of traditional Chinese medicine research and practice,the acceptance of the concept of health preservation and practical experience of the people has been continuously improved,and the importance of traditional Chinese medicine health services in the daily life has become increasingly prominent.Interaction is an important manifestation of the correlation between users and services.This paper uses the short videos of traditional Chinese medicine in the Tik Tok as a research source to study various related factors in user interaction behavior in short video services of traditional Chinese medicine,and to explore what factors in the video form,content and publisher characteristics will affect users’ interaction,in order to provide some valuable results for improving the service ability and effect of traditional Chinese medicine short videos.[Methods]This paper attempted to deeply study the role of data related to short videos of traditional Chinese medicine on user participation in short video interactions.By retrieving relevant literature,the theories such as user interaction behavior were analyzed and summarized,and according to the development status and business characteristics of short videos of traditional Chinese medicine,from multiple perspectives,the research on the role of various data provided by short videos of traditional Chinese medicine on user interaction was carried out.On the basis of data collection on the influencing factors of user interaction in short videos of traditional Chinese medicine,the paper subdivided various types of data,and established the influence of factors such as heuristic clues,systematic clues and publisher characteristics on user interaction behavior in Tik Tok traditional Chinese medicine video.Action correlation model,and proposed a research model.The interactive behavior of Tik Tok short video users participating in the video of Chinese medicine account was studied by statistical methods and typical case analysis.[Results]Research showed that the video duration,@account,background music,authentication type,followers,and total number of videos did not affect the user interaction index;while the posting time,the number of tags,and the total number of fans had a significant positive impact on user interaction;Whether there were subtitles,title sentence patterns,whether there was an identity description in the video,whether the title was related to the content,video type,disease type,and whether or not to authenticate have a significant impact on the user interaction index;the total number of likes had a significant negative impact on the user interaction index.The reliability of the quantitative research results was also demonstrated from some aspects through the analysis of typical cases.[Conclusions]Publishers of short videos of traditional Chinese medicine should focus on the creation of video content in the future;publishers should strengthen identity authentication and clearly include their relevant information in their personal profiles;platforms should encourage professionals to disseminate traditional Chinese medicine health information;at the same time The platform should also pay attention to the information quality of short videos of traditional Chinese medicine and strengthen supervision,so as to improve the industry development level of short videos of traditional Chinese medicine.[Innovation and Limitation]At present,there is no research in my country that combines traditional Chinese medicine and short videos to study user interaction behavior,so this study has practical value and significance.However,due to the method of manual collection and the single platform,the sample size of this study is small,which may affect the comprehensiveness of the research conclusions.