Study On The Influencing Factors Of User Information Adoption Behavior In Short Health Videos

In the context of the "Healthy China" strategy,the development of society and technology has had a huge impact on health communication.The Internet has become the main battlefield of health communication,and short video platforms such as Douyin and Kuaishou have become one of the main channels for users to acquire health knowledge.Through short videos,users can further expand their access to and understanding of health information,improve their health literacy and promote healthy behaviors.At the same time,the health information in the short video platform is also good and bad.Users may take certain healthy behaviors and affect their normal work and life.Therefore,it is of great theoretical and practical significance for short health video users to adopt health information and what factors affect their willingness to adopt health information.Taking Douyin account "Dingxiang Doctor" as an example,this study combined with case analysis,in-depth interview,questionnaire and other methods,and based on the unified model of technology acceptance and use(UTAUT),built a model of influencing factors of user information adoption behavior of short health videos.Using statistical software such as SPSS26.0 and AMOS,the relationship between various influencing factors was verified.The results showed that performance expectation,social influence,convenience,perceived risk,information quality and trust had significant positive effects on adoption intention.Effort expectation and perceived disease threat had no significant effect on adoption intention.Convenience and adoption intention have significant positive influence on adoption behavior.The significant influence of age,education background and experience on adoption intention and adoption behavior;Gender had no significant effect on adoption intention and adoption behavior.Based on the research conclusions,this paper proposes "improving the quality of health information,enhancing the trust of users","improving the performance expectations of users,creating more convenient conditions",and "expanding the social influence of brands.Improve users’ attention to health information ","skillfully use fan portraits,balance gender issues in the account" and other strategies,hoping to promote the development of short health videos.