Research On The Influence Of Users’ Sharing Intention In Science Short Video Of Health Medical

In the era of mobile Internet,it has enhanced that the willingness of users to actively use mass media.Moreover,with people’s requirements improving in healthy life,the demand is increasing that scientific knowledge in health and medical.Meanwhile,the short video industry is getting competitive strategy from entertainment to knowledge communication.Based on the social background and industry background,this paper studied on the influencing factors that users’ sharing intention in science short videos for health medical.According to the theory of social relations and technical acceptance model(TAM),The explanatory variables mainly include,perceived usefulness,perceived ease of use,perceived interest,frequency of media use,social relations.The control variables mainly consider demographic factors,including gender,age,education level,and the interpreted variables are sharing intention.The research adopts empirical research methods,questionnaire survey and data analysis methods.One is to collect questionnaire data online through the Internet,and the sampling method is stratified sampling.The survey is divided into two stages.The first stage is pre survey,mainly small-scale sampling,with 25 respondents.The purpose is to adjust the unclear items in the questionnaire and adjust the logical relationship between the items.In the second stage,300 questionnaires were distributed,270 questionnaires were actually collected,and 195 questionnaires were valid.The second is to use SPSS software to carry out descriptive analysis,correlation analysis,single regression analysis and multiple regression analysis on the survey data.The survey data from the questionnaire survey be processed in SPSS software.The analysis processes include descriptive analysis,correlation analysis and multiple regression analysis.The results show :(1)Users’ willingness to share is not strong;(2)Level of education is significantly related with the user’s perceived interest,other factors was not significant;(3)Between perceived ease of use and perceived usefulness for sharing intention is not obvious;(4)The factors,perceived interest,social relations,frequency of media using,have significant that influence on user’s sharing intention.Therefore,content creators and short video platforms should change the content production mode,from information diffusion to user immersion in order to improve users’ willingness to share.