Study On The Influencing Factors Of User Participation Behavior Of Health Government Affairs TikTok

The "Health China 2030" Plan and the "14th Five-Year Plan" put forward that by 2030,the penetration rate of national health literacy should strive to reach 30%.Among them,short video,as an important carrier of health science popularization,has become one of the main channels for users to obtain health knowledge.To enhance the national health literacy,it is crucial for the health and health governmental Jitterbug to play the role of a front-runner.Based on the refined processing possibility model and rational behavior theory,this paper explores the factors influencing the participation behavior of users of health-related governmental Jitterbug through a quantitative research method.This paper divides the communication subject,communication content,and communication skill into three dimensions of independent variables,takes subjective norms,user attitudes and behavioral intentions as mediating variables,and takes user participation behavior as dependent variables to construct a research model of factors influencing user participation behavior of health care governmental Jitterbug numbers.The following hypotheses were also proposed: the account activity,administrative level of the account,user interactivity,and social media capital of the communication subject would significantly and positively influence subjective norms,and at the same time significantly and positively influence user participation behavior through subjective norms and behavioral intention;the usefulness,comprehensibility,originality,and content-account relevance of the communication content would significantly and positively influence user attitudes,and at the same time would influence user attitudes and behavioral intention through user The video format of real people(experts)with video subtitles,background music,colloquial and networked style,the use of @ and # in the dialogue loop,and the use of hashtags will significantly and positively influence users’ attitudes,as well as their attitudes and behavioral intentions.The sample data were then subjected to reliability testing,correlation analysis,linear regression analysis and mediation effect testing to verify the validity of the hypotheses to draw conclusions.It was found that the administrative level of the communication subject’s account,user interactivity,and social media capital would significantly and positively affect subjective norms,and also significantly and positively affect user engagement behavior through subjective norms and behavioral intentions;the content usefulness,internal ease of understanding,and content-account association of communication content would significantly and positively affect user attitudes,and also significantly and positively affect user engagement behavior through user attitudes and behavioral intentions.The video form of real people(experts)with video subtitles,background music,colloquial and online style,and the use of collection tags significantly and positively influence users’ attitudes,as well as their participation behavior through their attitudes and behavioral intentions.In contrast,the account activity of the communication subject,the originality of the communication content and the dialogue cycle of the communication skills will not have an impact on the user engagement behavior.Finally,based on the research results,this paper discusses and analyzes three aspects of communication subjects,communication contents,and communication techniques,and makes suggestions for effectively mobilizing the enthusiasm of user participation in health and health-related governmental Jitterbug numbers and promoting the improvement of user health literacy.