Analysis Of The Impact Of Scene Cutting And Narrator Image On Users’ Collective Engagement And Behavior Intention In Health Videos

In recent years,with the booming development of "Internet+",health videos have gradually become an innovative way for patients to manage chronic diseases by themselves.Health video is essentially a television message that differentiates video content and video features.Because some of the evidence-based concepts in health videos are foundational and unlikely to change significantly in the near future,their content is likely to remain "evergreen" for several years.For health videos,adaptation of video content is limited,but techniques to improve video features can be skillfully applied.In this context,how to create the most effective and engaging health videos that will motivate users to improve their health behaviors,and ultimately their health outcomes,becomes the key to health videos to help people with chronic diseases.As the main source of message sensation value,video features are the key factors that influence users to adopt health behaviors after watching health videos.Meanwhile,scene cutting and narrator image are two important health video features.Accordingly,this study selects two important health video features,scene cutting and narrator image,and reveals the mechanism and internal reasons for the influence on users’ health behaviors at the collective and individual levels through a combination of big data analysis and behavioral experiments.This study includes two research contents: Study 1 uses big data analysis to crawl 10,847 health videos and their metadata to investigate the effects of different levels of scene cutting and different types of narrator images on users’ collective engagement through a hierarchical linear model.Further,Study 2 used an online behavioral experiment,recruited 134 subjects and retained 109 valid data,and explored the effects of scene cutting and narrator images on users’ learning outcome and health behavior intention and the underlying mechanisms through a between-subjects experiment.The findings show that(1)the number of scenes,real human faces and cartoon human faces in health videos significantly influences collective participation.(2)After including the number of channel subscriptions in the model,the results show that the number of channel subscriptions significantly affects collective participation,and only the number of scenes and cartoon faces still have a significant positive effect on all three indicators of collective participation after including the number of channel subscriptions,and the effect of the number of real faces is not significant.(3)Scene cutting in health videos evokes differences in users’ perceptions of health video argument valence and argument novelty,and the type of narrator image in health videos evokes differences in users’ perceptions of health video argument strength.(4)Argument valence has an indirect effect on users’ health behavioral intentions(health action intentions and continued use intentions),and self-efficacy for health video learning mediates this effect.(5)Argument strength directly affects users’ intention to continue using.(6)Argument novelty has a significant effect on learning outcome.There are mainly three innovation points in this research: First,it constructs the mechanism of the influence of health video features on users’ health behavior at the collective level and individual level,which enriches the research dimension of health video features affecting users’ health behavior.Secondly,the combination of big data analysis and behavioral experimental methods reveals the influence of scene cutting and narrator image on users’ health behavior,which breaks through the problems that are difficult to be explained by traditional big data analysis methods and opens the "black box" of users’ health behavioral intention,and makes a theoretical contribution to the development of management science to a certain extent.Finally,the study can help health video producers and video media platforms to make use of the two video features,scene cutting and narrator image,to produce and promote effective health videos,and thus improve the effectiveness of health education,which has important practical guidance.