Cranfield University, Cranfield, United Kingdom.
J Med Internet Res. 2020 Jul 23;22(7):e16212. doi: 10.2196/16212.
Social media has recently provided a remarkable means of delivering health information broadly and in a cost-effective way. Despite its benefits, some difficulties are encountered in attempting to influence the public to change their behavior in response to social media health messages.
This study aimed to explore the factors that affect individuals' acceptance of using social media as a tool for receiving health awareness messages and adapting such content accordingly by developing a smart health awareness message framework.
A quantitative method was adapted to validate the hypotheses and proposed framework through the development of a survey based on the technology acceptance model with the extension of other constructs. The survey was distributed on the web to 701 participants from different countries via Qualtrics software; it generated 391 completed questionnaires, and the response rate was 55.8% (391/701).
Of the 391 respondents, 121 (30.9%) used social media platforms often during the week, and 27 participants (6.9%) did not use social media. In addition, 24.0% (94/391) of the respondents used these platforms to seek health information. On the basis of the results, perceived usefulness (β=.37; P<.001), gain-framed message (β=.04; P<.001), and loss-framed message (β=.08; P<.001) were seen to positively and significantly influence people's intention to use social media as a means to spread information about health promotion. The proposed smart health awareness message framework identifies 64.2% of the variance in intention to use, 55.4% of the variance of perceived usefulness, and 26.2% of the variance of perceived ease of use.
This study sheds light on the factors that are associated with people's intention to use and adopt social media in the health promotion domain. The findings reveal that the intention of using social media for health awareness purposes is positively impacted by the perception of usefulness of social media and the design of health messages. Future research might seek to explore other factors that relate to people's behavior. This point of view will assist health organizations in developing their health messages more effectively and to be patient friendly.
社交媒体最近提供了一种以经济有效的方式广泛传播健康信息的卓越手段。尽管它有很多好处，但在试图影响公众对社交媒体健康信息做出回应，从而改变他们的行为时，还是遇到了一些困难。
本研究旨在通过开发一个智能健康意识信息框架，探索影响个人接受使用社交媒体作为接收健康意识信息工具的因素，并相应地调整此类内容。
采用定量方法，通过基于技术接受模型的调查的开发来验证假设和提出的框架，并扩展了其他结构。该调查通过 Qualtrics 软件在网络上分发给来自不同国家的 701 名参与者；共生成 391 份完整的调查问卷，响应率为 55.8%（391/701）。
在 391 名受访者中，有 121 名（30.9%）经常在一周内使用社交媒体平台，有 27 名（6.9%）不使用社交媒体。此外，有 24.0%（94/391）的受访者使用这些平台来获取健康信息。基于这些结果，感知有用性（β=.37；P<.001）、增益框架信息（β=.04；P<.001）和损失框架信息（β=.08；P<.001）被认为积极且显著地影响人们使用社交媒体传播健康促进信息的意愿。所提出的智能健康意识信息框架确定了使用意愿的 64.2%、感知有用性的 55.4%和感知易用性的 26.2%的方差。
本研究揭示了与人们在健康促进领域使用和采用社交媒体的意愿相关的因素。研究结果表明，社交媒体对健康意识的有用性感知和健康信息设计对使用社交媒体的意图产生积极影响。未来的研究可能会探索与人们行为相关的其他因素。这种观点将有助于健康组织更有效地制定他们的健康信息，并使信息对患者友好。
