Research On The Influencing Factors Of Health Information Sharing Behavior Of Users On Short Video Platform

The state attaches great importance to people’s health,emphasizes the need to gradually establish an all-media health information release and dissemination mechanism,and actively carry out health promotion and health education.Due to the impact of the new crown epidemic,high-pressure working environment,and the improvement of national health literacy,people’s health information demand is increasing.In the past few years,the short video industry has developed rapidly.The short video platform has many advantages in disseminating health information,attracting many professionals and ordinary users to produce and publish health information,making the short video platform a new channel for disseminating health information.However,there are few relevant literatures on the influencing factors of short video platform users’ health information sharing behavior.Therefore,this paper will take short video platform users as the research object,analyze the factors affecting users’ health information sharing behavior in detail,and propose reasonable measures to promote users’ sharing behavior based on the data analysis results.Firstly,the paper collates the domestic and foreign literature on information sharing behavior,short video platform health information sharing behavior,etc.Secondly,the basic theoretical issues of short video platform and short video platform users’ health information sharing behavior are summarized.Thirdly,the influencing factors of short video platform users’ health information sharing behavior are extracted.Besides,based on the perceived value theory,media richness theory and elaboration likelihood model,I built the theoretical model of influencing factors.Then,by learning from the Maturity Scale,I used the Questionnaire Star platform to create and distribute electronic questionnaires.The software SPSS27.0 and AMOS24.0 were used to conduct a series of empirical analyses of the collected questionnaire data,including descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis model fit analysis,and path analysis.Finally,the final influencing factor model is determined.Through data analysis and testing,the following conclusions have been drawn:(1)The platform’s ease of use,perceived altruistic value,richness of expression,information quality,and information source credibility positively affect short video platform users’ health information sharing behavior;(2)Platform security and perceived social value have no significant impact on short video platform users’ health information sharing behavior.Based on the above conclusions,the article proposes relevant strategies for the short video platform,platform accounts and users,hoping to promote users to actively share the health information of the short video platform and promote the spread of health information.