Study On The Influencing Factors Of Health WeChat Public Account Users' Willingness To Use

In the era of traditional media,the public obtains health knowledge mainly through books,medical journals,newspapers,TV programs and other channels.However,access to health information from these channels is delayed,and relies on the public's independent pursuit of health knowledge.The difference is that the new media platform can bring more convenient,instant and interactive health communication experience to the public,and can also provide users with targeted consulting services.According to CNNIC: the 47 th Statistical Report on the Development of China's Internet shows that by December 2020,the scale of China's Internet users has been close to 1 billion.In the first quarter of the same year,WeChat and its overseas version,WeChat,had more than 1.2 billion combined monthly active accounts.Over the past years,WeChat users have become accustomed to using public platforms.Under the background of "Healthy Country" being incorporated into the national strategy and frequent international public health risks,public health awareness is constantly improving.Whether health WeChat official accounts can meet users' information needs and how to make them meet users' expectations on the acquisition channels of important health knowledge has become topics worth discussing.This paper attempts to explore the factors influencing the use of health WeChat official accounts from the dimensions of perceived risk and perceived value.Through literature review,semi-structured interview and questionnaire survey,combined with the characteristics of health WeChat official accounts,a model influencing the use intention of health public accounts is constructed.A case study was conducted on the representative health public account "Doctor Ding xiang ".Finally,338 valid samples were obtained,and the structural equation model was verified by SPSS26.0 and AMOS25.0 software,and the research results were obtained.The research results show that,from the perspective of perceived risk,physical risk,time risk and psychological risk have significant negative effects on the use of healthy WeChat official accounts,while social risk has no significant negative effects on the use of healthy WeChat official accounts.From the perspective of perceived value,information value,enjoyment value and social value have a positive impact on users' use of health WeChat public accounts.From the perspective of perceived risk and perceived value,this paper explores the influencing factors of users' use of health-related WeChat public accounts and expands the research perspective of health communication.In practice,Improve the health WeChat public account platform services,and put forward reasonable strategies.