大学生健康科普短视频采纳行为的影响因素实证研究  

An Empirical Study on College Students’ Adoption Behavior of Short Video in Health Science

作　　者：王兴兰[1] 胡虹[1] 肖廷超[1] Wang Xinglan;Hu Hong;Xiao Tingchao(Library of Chongqing Medical University,Chongqing 401331)

机构地区：[1]重庆医科大学图书馆,重庆401331

出　　处：《情报探索》2023年第2期84-89,共6页Information Research

基　　金：重庆市沙坪坝区科学技术局2021年决策咨询与管理创新项目“健康科普短视频采纳意愿模型研究”(项目编号:jcd20218)成果之一。

摘　　要：[目的/意义]探讨大学生健康科普短视频的信息采纳行为的驱动因素,对提升健康水平具有重要意义。[方法/过程]结合大学生群体特征,基于使用与满足理论、健康信念模型和精细加工可能性模型建立理论模型。[结果/结论]社交满足需求、学习满足需求、感知健康威胁、感知健康期望对信息采纳行为产生积极影响,论据质量、来源可信度、短视频私欲对信息采纳行为产生间接影响。[Purpose/significance] Exploring the driving factors of information adoption behavior of college students’ health science short video is of great significance to improve their health. [Method/process] According to the characteristics of college students group,a theoretical model is established based on Uses and Gratifications Theory,Health Belief Model and Elaboration Likelihood Model. [Result/conclusion] Social satisfaction needs,learning satisfaction needs,perceived health threats,and perceived health expectations have a positive impact on information adoption behavior. Argument quality,source credibility,and short video selfishness have an indirect impact on information adoption behavior.

关 键 词：短视频 健康科普 信息采纳 

分 类 号：G203[文化科学—传播学]