The Influence Of Social Media Delivery Videos On Women's Attitudes Towards Natural Childbirth

This study takes unmarried and unpregnant women as the research object,respectively explores the influence of message types and social media metrics on women's attitudes towards natural childbirth,and introduces variables such as transportation and social norms to explore information design strategy for health promotion.The core question of this research is,which of non-narrative information and narrative information can better affect women's attitudes towards natural childbirth? What is its internal mechanism of action?Guided by the narrative transportation theory,this study believes that,compared with non-narrative information,narrative information will have a more positive impact on women's attitudes towards natural childbirth through transportation and social norms.In order to verify the above point of view,this study used 4 experimental groups of 2(non-narrative information and narrative information)×2(low view counts and high view counts).Participants watched one of the experiment videos randomly,and filled out questionnaires about personal beliefs and attitudes after watching the video.In the end,a total of 254 sample data were included in data analysis.This study used SPSS 25.0 for data analysis.First,the random allocation effectiveness examination was carried out,age,education level,income,whether witnessed natural childbirth,whether discussed natural childbirth with others,whether have planned parenthood,number of children expected,personality traits were subjected to a one-way analysis of variance,and the results showed that the subjects were randomly assigned to each group.And then,the stimulation manipulation was carried out.The independent sample t-test results showed that both experimental stimuli were effective.Finally,independent sample t-test,analysis of variance and linear regression analysis were conducted according to the research hypotheses.The results of data analysis found that watching non-narrative videos and narrative videos has no significant difference in the direct impact on women's attitudes towards natural childbirth.Women who watch narrative videos will have higher level of transportation,which in turn is significantly positively correlated with natural childbirth attitudes;while women who watch non-narrative videos will produce higher level of social norms,which in turn is significantly positively correlated with natural childbirth attitudes.Compared with high-view-counts videos,watching low-view-counts videos will have a more positive impact on women's attitudes towards natural childbirth.The hypotheses of this study are partially proved,although the type of social media message has no direct effect on women's attitudes towards natural childbirth,its indirect influence is significant,and this indirect influence is achieved through transportation and social norms.The conclusions of this study further validate the narrative transportation theory.At the same time,different from previous studies,this study found that non-narrative information has an indirect influence on attitudes through social norms.