Research On Influence Factors Of Health Information Adoption On Social Media

According to the relevant statistics,the national health problem has been very serious.In the face of severe health problems,the public's concern to health is increasing constantly while the demand for health information is growing rapidly.The emergence and rapid development of social media is gradually changing the channels and methods of information acquisition by the public,and it plays an increasingly important role in the process of the transformation of health information dissemination.However,whether the health information disseminated based on the social media can achieve the expected communication effect that is the health information can be adopted by the public,is a topic worth exploring.Research on influence factors of health information adoption on social media can used to promote the health information adoption on social media.It has very positive theoretical and practical significance for improving both the health information service level of social media and the public health literacy level.On the basis of relevant literature research at home and abroad and the exploratory user interview,the study determined the influence factors of health information adoption on social media and constructed the theoretical model.The theoretical model and related research hypotheses were verified by the structural equation model method based on the questionnaire survey.On this basis,the information factor is selected as the main predictor source,and the forecasting research of the health information adoption level on social media is carried out.The predicted indicators were chosed from both the source trustworthiness and the information quality combined with the characteristics of WeChat and Sina Weibo.Some health information was collected to test the predictive effect of the indicators.The main conclusions are as follows:(1)Information factors,health concerns and perceived expectations are the main influence factors for the health information adoption of social media,and they all have a direct or indirect positive impact on information adoption.Perceived health threats,perceived usefulness and perceived risk also have a certain impact on the information adoption,and the first two factors have a direct or indirect positive impact,while the perceived risk is negatively correlated with the information adoption.(2)The demographic variables,including gender,age,education level,and medical knowledge background,have different effects on the variables of information factors,perceived health threats,health concerns,perceived usefulness,perceived expectations,perceived risks,and information adoption.They also have different degrees of regulation on the ten research hypotheses.(3)WeChat's forecasting indicators mainly include eight indicators in four aspects,namely formal features(including title sentence patterns and presentation methods),content features(including health topics,frame types,argument types and originality),value characteristics(including reading levels)and source characteristics(including certification).Weibo's forecast indicators mainly include ten indicators in three aspects,namely formal features(including summary sentence,presentation methods,special symbols and emoji symbols),content features(including health topics,frame types and argument types)and source characteristics(including source account,account level and number of fans).All predictive indicators have a good discrimination for the information adoption level.(4)In the forecasting on health information adoption level of WeChat,the accuracy of absolute and relative adoption level predictions have reached 89.27%and 88.51%respectively.In the prediction of absolute adoption level,the reading levels indicator has the largest contribution to the prediction,followed by the certification and argument types.In the prediction of relative adoption level,the reading levels indicator also has the highest contribution,followed by the presentation methods and the certification.In the forecasting on health information adoption level of the Sina Weibo,the accuracy of the like and forwarding adoption level predictions havereached 96.15%and 95.82%respectively.In the prediction of like adoption level,the special symbols indicator has the highest contribution to the prediction,followed by the summary sentence and the source account.In the prediction of forwarding adoption level,the presentation methods indicator has the highest contribution,followed by the health topics and special symbols.Based on the above conclusions,the corresponding thinking and suggestions are put forward from the perspectives of both social media health information service level and public health literacy level.