Research On Evaluation And Promotion Strategy Of Perceived Credibility Of Social Media Health Information

Health is one of the basic conditions for human survival and development.As people pay more attention to health,their demand for health information is also growing.Relying on the rise of social media in the era of Web 2.0,it has the new characteristics of active user participation,multi-source heterogeneous information and massive dynamics,and has become one of the main ways for users to obtain health information.As the penetration and influence of social media continue to expand,health information dissemination is also undergoing changes.Each network user is allowed to create,forward,share,collect health information or exchange experience and opinions through a variety of social media platforms such as microblog,wechat official account,xiaohongshu,and dithering.The lack of management mechanism of social media leads to the lack of privacy protection and information quality assurance scheme in the process of information release.Although it provides great convenience for network users to use health information resources,the quality of health information in social media is uneven,and the mechanism of low threshold and low access to the platform leads to the low credibility of health information,and the reliability and authenticity of health information are difficult to guarantee.Once network users adopt false health information,it will lead to the deviation of health decision-making,and even endanger the life safety of themselves and their relatives,resulting in extremely serious consequences.In this context,the credibility of health information has been the focus of the industry.Perceived credibility,defined by previous scholars as the overall perception and judgment of information recipients,is often deconstructed as a multidimensional concept,such as trustworthiness,willfulness,professionalism,etc.Perceived credibility is the degree to which the information receiver can trust the subjective perception of information.Unlike interpersonal trust,this process depends on the information receiver’s evaluation of information,which not only reflects the evaluation of information sources,but also includes the impact of individual differences of information receivers on the evaluation of credibility,and the comprehensive evaluation of information characteristics and other related factors by information receivers.Social media users’ perception and judgment of health information credibility will significantly affect users’ behavior of health information search,adoption and dissemination,and have direct effect on health decision-making.In view of this,based on the ternary interactive determinism and S-O-R framework,this paper uses the methods of in-depth interview,empirical research and in-depth learning to gradually study the perceived credibility of social media health information with a clear logical line,as follows:First,analyze the trust mechanism of social media users’ health information,and lay a basic theoretical framework for the full text.Second,build a framework for assessing the perceived credibility of social media health information.The framework is based on the scenario that social media users use health information for specific search tasks to assist health decision-making and assess the credibility of health information.The purpose of this part of the study is to clarify what factors trigger users’ judgment of information credibility in the process of using health information by social media users.Third,inherit the conclusions of the previous part of the study,and build the evaluation index system of perceived credibility of social media health information.The purpose of constructing the evaluation index system of perceived credibility is to provide guidance for the intervention measures to improve the perceived credibility of users of social media health information.After the confirmation of the evaluation index of perceived credibility,the weight of the index is determined by fuzzy analytic hierarchy process through expert questionnaire.Three social media platforms,microblog,zhihu and xiaohongshu,are selected as examples,and the calculation methods proposed by previous scholars are used for reference.With the help of Python crawling data,the perceptual credibility evaluation index system is applied by deep learning.Fourth,in the process of using health information,social media users will form different internal attitudes through the perceived results of the credibility of health information,and further transform them into different external behavior reactions.One of the more common positive external behavior reactions is information adoption intention.Based on the above research results and S-O-R framework,this paper takes social media users’ willingness to adopt health information as an example of external behavior response,and discusses the factors affecting the perceived credibility of health information,the internal relationship between perceived credibility and willingness to adopt health information.That is,the path from the "health information" level to the "user behavior" level.The scale was modified by questionnaire pre survey and exploratory factor analysis.The structural equation model(SEM)was used to test,and the fuzzy set qualitative comparative analysis(fsqca)was introduced to explore the interdependent linkage effect between multiple antecedents.So far,a complete logic line for the study of perceived credibility of social media health information has been established from the above steps 1,2,3 and4.Fifthly,through the analysis of the above research process and results,this paper proposes strategies to improve the perceived credibility of social media health information.It provides a theoretical basis for social media platforms,relevant authoritative medical departments to publish health information and the functional upgrading of Internet related products,and also provides a reference for government departments,relevant regulatory departments and health information science popularization units,which is conducive to enhancing the health information screening ability of social media users,establishing a good healthy lifestyle,improving health information literacy,and providing protection for personal health decision-making.