Influencing Factors Of Users' Willingness To Adopt Information Of Health-oriented WeChat Official Accounts

With the gradual improvement of material living standards,people pay more and more attention to their own health conditions,and the demand for health information is also increasing.Health communication has also become a research hotspot in academia.In the context of the Internet + healthy,the channels of health communication have gradually shifted from traditional media to Internet social media.The social media based on WeChat has become one of the mainstream channels for the public to obtain health information.The study of the factors influencing the willingness is an important prerequisite for the information diffusion intervention in the scientific and reasonable health WeChat public account.Therefore,this article uses the health WeChat public account as an entry point to explore the specific factors that affect the willingness to adopt user health information.This paper starts with the current situation of health WeChat public account,and studies the health WeChat public account through the perspective of user information adoption.Compared with the current research on health WeChat public number,this paper is no longer limited to the research of strategy analysis and dissemination content.According to the research on the current practice of health class WeChat public operation,this paper finds that the development level of health class WeChat public number of different operating entities is quite different,and there is a phenomenon of"polarization" in the number of original articles and update frequency.The characteristics of the general convergence,the article also has a single presentation of the problem.Taking the health WeChat off-icial accounts as the research object to explore its characteristics,combined with case studies,depth interviews,questionnaires and other methods,combed and analyzed the practice status of health WeChat official accounts,and built a unified model based on technology acceptance and use(UTAUT).The model of the influencing factors of the willingness to adopt the WeChat official accounts information,and the model was verified by SPSS.21 and AMOS software.Through empirical analysis,the information quality,source credibility,social impact,performance expectation,effort expectation and convenience were found.The seven variables of condition and trust have a positive correlation with the willingness to adopt,and the perceived risk has a negative correlation with the willingness to adopt.The perceived threat of disease has no significant influence on the willingness to adopt.Finally,based on the empirical research results,the factors affecting the adoption of health WeChat off-icial accounts information are analyzed,to provide some reasonable countermeasures for the development of health WeChat off-icial accounts.To sort out the specific factors affecting users' willingness to adopt the information of health WeChat official account,a combination of qualitative and quantitative research methods was adopted.Based on the research conclusions,this paper proposes optimization suggestions from the aspects of commonality and individuality.The common suggestions include:setting up professional operation teams,deepening high-quality content,and improving information quality;strengthen platform cooperation,expand social influence;play the advantages of multimedia communication and improve the readability of health information.In terms of targeted recommendations,it mainly includes:customizing health information,improving the usefulness of health information,establishing brand positioning,and expanding user groups.