Research On The Influencing Factors Of Social Media Users' Sharing Behavior Of Health Information Encountered By Chanc

In recent years,social media,with its wide user base and rapid information dissemination capabilities,has become an important space for people to access information and interact with each other.It has also provided an unprecedented open dialogue platform for the dissemination of health information and has become an important channel for people to obtain and share health information.Incidental health information is an important way for social media users to access health information,and the sharing behavior of incidental health information is important in bringing out its information value and influencing users’ health decisions and health behavior.Therefore,by exploring the factors that influence social media users’ incidental health information sharing behavior,we can gain a more comprehensive understanding of the reasons that trigger the behavior and analyses the influence mechanism,so as to promote the sharing and dissemination of incidental health information on social media,improve users’ health knowledge and health literacy,and improve their health behavior.Firstly,based on the Motivation-Opportunity-Ability(MOA)theoretical model,the influencing factors of social media users’ incidental health information sharing behavior were constructed based on the analysis of related studies at home and abroad and the research background.Among the factors in the motivation dimension are altruism,social needs,and information needs;factors in the opportunity dimension include perceived trust,information content,and chance encounter situations;and factors influencing the ability dimension include health consciousness and self-efficacy.The research hypotheses were formulated based on the research model and the relationship between the variables,and structural equation modelling was used to verify the factors and influence paths of variables affecting social media users’ occasional health information sharing behavior.The results of the study showed that all eight influencing factors in the three dimensions of motivation,opportunity and ability had a positive impact on social media users’ occasional health information sharing behavior.Secondly,a fuzzy set qualitative comparative analysis method was used to explore the grouping paths that trigger the incidental health information sharing behavior of social media users.And to analyses the effect of different combinations of conditions on the grouping of users who do and do not produce incidental health information sharing behavior.The study identified six combined paths that can trigger users’ incidental health information sharing behavior,and according to the distribution of their characteristics and core conditions,they can be further integrated into three types: health and wellness information demand-driven,socially-driven,and individual effectiveness-promoting.In the analysis of the group effect of non-occurrence of incidental health information sharing behavior,there are 6 groups of group paths that occur asymmetrically with sharing behavior,among which,perceived trust as a core condition across the 6 group paths has an important influence on users’ non-occurrence of incidental health information sharing behavior;secondly,information content,self-efficacy and core lack of social needs are the 3 key factors that influence users’ non-occurrence of incidental health information sharing behavior.Finally,in order to promote the high-quality development of social media platforms,further improve the social media health information dissemination environment,and promote the sharing and exchange of occasional health information among users,several countermeasures and suggestions are proposed in conjunction with the study findings,including:(1)Strengthen the platform’s own behavioral constraints and regulation of user behavior to enhance user trust;(2)Collaborative efforts by platform owners and content producers and distributors to promote the dissemination of quality health information content;(3)Optimize personalized recommendations and enrich the " incidental encounter" mechanism to stimulate users’ sharing behavior in multiple dimensions;(4)Improve the platform environment and the quality of information content to enhance user self-efficacy and health awareness.