健康类短视频信息有用性感知的影响因素研究

Investigation on Factors Influencing Perception of Information Usefulness of Health Short Videos

[目的/意义]探究健康类短视频信息有用性感知的影响因素,以在提高健康类短视频信息有用性方面,为健康类短视频的运营平台、创作者和用户提供新的思路和理论指导。[方法/过程]本文基于精细加工可能性模型(ELM)和使用与满足理论(UGT)建立健康类短视频信息有用性感知的影响因素模型,应用路径分析方法对模型进行检验,并探究不同电子健康信息素养及健康信息需求程度群体间的差异。[结果/结论]研究结果表明:信息质量、来源可信度对用户需求满足有显著正向影响,而用户的信息寻求需求满足和社交性需求满足正向影响其对健康类短视频的信息有用性感知,高电子健康信息素养和高健康信息需求程度群体更倾向于从中心路径评估健康类短视频的信息有用性,而低电子健康信息素养和低健康信息需求程度群体则倾向于从外围路径进行评估。此外,电子健康信息素养和健康信息需求程度在需求满足对信息有用性感知的部分影响路径上有显著调节作用。

[Purpose/Significance]Explore the influencing factors of the usefulness of health short video information,so as to provide new ideas and theoretical guidance for the operation platform,creators and users of health short video in improving the usefulness of health short video information.[Method/Process]Based on ELM and UGT,the influencing factors model of perceived usefulness of health short video information was established.The model was tested by path analysis method,and the differences among groups with different e-health information literacy and health information demand were further explored.[Result/Conclusion]The results showed that:Information quality and source credibility had a significant positive impact on the satisfaction of users'needs,while the satisfaction of users'information seeking needs and social needs had a positive impact on the perceived usefulness of health short video messages.The groups with high e-health information literacy and high health information demand tended to evaluate the perceived usefulness of health short video information from the central path,while the group with low e-health information literacy and low health information demand tended to evaluate the perceived usefulness of health short video information from the peripheral path.In addition,e-health information literacy and health information demand had a significant moderating effect on the partial impact path of demand satisfaction on perceived usefulness.