Key Laboratory for Big Data Analysis and Simulation of Public Opinion, School of Communication and Design, Sun Yat-sen University, Guangzhou, China.
School of Journalism and Communication, Shandong University, Jinan, China.
JMIR Mhealth Uhealth. 2019 Jun 24;7(6):e13987. doi: 10.2196/13987.
With the rise of mobile technology, an increasing number of people use mobile-based social media to access health information. Many scholars have explored the nature of health information on social media; however, the impact of such information on people was understudied.
This study aimed to examine the nature and impact of health information on mobile-based social media. Specifically, we investigated how the levels of threat and efficacy of breast cancer prevention information affect individuals' engagement with the information, such as readings and likes.
Breast cancer prevention articles posted on a Chinese mobile-based social media platform (ie, WeChat Subscription Account [WeChat SA]) from January 1 to December 31, 2017, were extracted using the Python Web Crawler. We used content analysis and analysis of covariance to analyze our data.
The results revealed that the vast majority of titles and main bodies of the articles involved one of the extended parallel process model components: threat or efficacy.
Breast cancer prevention information on WeChat SA was well designed. Both threat and efficacy significantly affected the number of readings, whereas only efficacy had a significant effect on the number of likes. Moreover, breast cancer prevention information that contained both high levels of threat and efficacy gained the largest number of readings and likes.
随着移动技术的兴起，越来越多的人使用基于移动的社交媒体来获取健康信息。许多学者已经探讨了社交媒体上健康信息的性质；然而，这种信息对人们的影响却研究不足。
本研究旨在考察基于移动的社交媒体上健康信息的性质和影响。具体而言，我们调查了乳腺癌预防信息的威胁和效能水平如何影响个体对信息的参与程度，例如阅读和点赞。
使用 Python Web Crawler 从 2017 年 1 月 1 日至 12 月 31 日提取了发布在中国基于移动的社交媒体平台（即微信订阅号[微信 SA]）上的乳腺癌预防文章。我们使用内容分析和协方差分析来分析我们的数据。
结果表明，文章的标题和正文绝大部分都涉及扩展平行过程模型的一个组成部分：威胁或效能。
微信 SA 上的乳腺癌预防信息设计得很好。威胁和效能都显著影响阅读量，而只有效能对点赞数有显著影响。此外，同时包含高威胁和效能的乳腺癌预防信息获得了最多的阅读量和点赞数。
