| With the continuous enhancement of the cultural literacy of the masses and the gradual improvement of the economic level and living environment,the public is paying more and more attention to health,and asking for more health information.In the era of big data where social media is widely used,there is a large amount of health information on social media platforms with mixed qualities,which is not conducive to the use of health information for the public and the improvement of health information literacy.Therefore,it’s worth paying attention to the topic that whether the current health information presented to the public by social media meets the public demands and is recognized and adopted by users.This thesis studied the characteristics of the health information demands of social media users and factors affecting the adoption of health information,hoping to provide a reference for social media platforms and public health departments to promote health knowledge to the public in a targeted way.This is of practical significance for improving the quality of health information services on social media platforms and related departments and enhancing public health information literacy.The thesis takes the social media platform of “Zhihu” as the research object.As to the part of the question,the method of content analysis was adopted and the characteristics of users’ health information demands were explored by analyzing the basic characteristics of questions,high-frequency keywords,demographic information words and topics of information demands.As to the part of the answer,the research hypothesis and influencing factor model were constructed from the dimensions of information quality of the answer and credibility of the answerer,and a multiple linear regression analysis was carried out to understand the influencing factors that affect the answer adoption.The results found that:Firstly,users’ demands for health information mainly focus on health knowledge learning,self-health management,public policy understanding;and women pay more attention to health information than men and the young pay more attention than the middle-aged and elderly.Secondly,the information quality of the answer and the credibility of the answerer affect users’ adoption of health information.In terms of information quality,the answers that are highly related to the question,offer relevant examples,and are professional and easy to understand are more likely to be adopted.In terms of the credibility of the answerer,the answers of those with professional certification,a large number of followers and high-quality answers are more likely to be adopted.Compared with information quality,the credibility of the answerer has a more significant impact on users’ adoption,indicating that users are more likely to agree with answers from authoritative and high-quality users.Finally,suggestions and countermeasures were put forward from aspects of social media platforms and social media users.Social media platforms should value the popularization of basic health knowledge,strengthen supervision to improve health information quality,and encourage active participation of professionals;while social media users should make a comprehensive and reasonable judgment on the answer,and not blindly follow the trend or spread inaccurate information. |
