A Study On The Influence Of Health Information Communication On Audience’s Attitude And Behaviour Based On The Information Ecology Perspective

In the wake of public health emergencies,people’s health concerns are increasing day by day.The widespread dissemination of health information,the interaction of information people,information,information environment and information technology has created a new health information ecology.This ecology is manifested in the following ways: communication methods are circled,socialised and video-based,the content of communication themes are diversified and lifelike,the communication subjects are specialised and integrated,and communication technologies are more focused on scenario-based,visualisation and intelligence.Under this healthy information ecology,audiences will be influenced in many ways,and this will generate many questions worth thinking about.Based on the four elements of the information ecology and the theory of “Knowledge-Attitude Practice”,this paper discusses the effects of health information communication,with a view to revealing the influence of the health information ecology on the audience’s attitude and behaviour.In this paper,409 audiences of different age groups were selected for the study and discussed and measured on three levels: cognitive,attitudinal and behavioral,by means of questionnaires and in-depth interviews.The study found that: audiences’ perceptions of the health information ecosystem were clear and positively correlated with their attention behaviour;the perceived usefulness of health information positively influenced audiences’ health attitudes and behaviour;the professionalism of health information publishers positively influenced health attitudes and behaviour;and the ease of use of health information technology positively influenced audiences’ forwarding of health information.Therefore,the main factors that influence the different health behaviors of the audience are the differences in individual attributes,the ease of use of health information technology,and the usefulness and professionalism of the health information.From a cognitive perspective,people’s perception of health information in the new health information ecology is omni-channel,omni-content and omni-mode;from an attitudinal perspective,the process of health information influencing audiences’ attitudes shows a progressive trend,from active exposure to health information to changing health perceptions to developing health trust.Groups such as minors and young adults tend to access health information through highly interactive online channels.In terms of health behaviour choices,young adults are beginning to share the tendency of older people to buy health products,while middle-aged and young adults are willing to download health Apps and pay for health knowledge.The main factors of health information that influence the audience’s choice of different health behaviours include differences in individual attributes,the ease of use of health information technology,and the usefulness and professionalism of health information.