Chung Donghwa, Meng Yanfang
School of Journalism and Communication, Central China Normal University, Wuhan, China.
School of Journalism and Communication, Beijing Institute of Graphic Communication, Beijing, China.
Front Psychol. 2024 Jan 30;15:1213539. doi: 10.3389/fpsyg.2024.1213539. eCollection 2024.
Through previous studies, Chinese college students are known to be prone to alcohol consumption, which can lead to health-risk behaviors such as high blood pressure, heart disease, stroke, liver disease, and digestive problems. However, little is known about how popular social media platforms (e.g., short-form video applications) can positively impact their willingness to reduce alcohol consumption. This study was guided by the theory of optimistic bias; we investigated the direct, mediated, and moderating effects of exposure to anti-alcohol consumption short-form videos and short-form video involvement on Chinese college students' willingness to reduce their alcohol consumption.
The current study has an empirical cross-sectional design and employed an online survey from September 1st, 2022, to November 1st, 2022. The survey specifically targeted Chinese college students, who are the most common users of short-form video applications. The accumulated data underwent rigorous examination, including hierarchical regression, mediation, and moderation analyses, all conducted using the PROCESS macro 4.0 within SPSS version 22.
A total of 434 participants, aged 18-24 years, were included in this study. There were mediating effects regarding Chinese college students' exposure to anti-alcohol consumption short-form videos (β = 0.35, < 0.01, 95% CI [0.17, 0.63]) and short-form video involvement (β = 0.44, < 0.001, 95% CI [0.20, 0.65]) on their willingness to reduce alcohol consumption via reversed optimistic bias. Moreover, perceived prevention of heavy drinking control (β = 0.05, < 0.001, 95% CI [0.01, 0.09]) played mediating roles in the relationship between exposure to anti-alcohol consumption short-form videos and willingness to reduce alcohol consumption.
This study is one of the earliest studies to examine the intricate effects of exposure to anti-alcohol consumption short-form videos and short-form video involvement on the willingness to reduce alcohol consumption among Chinese college students. In addition, this study confirms that regardless of whether Chinese college students are conscientious, exposure to anti-alcohol consumption short-form videos did not increase their level of reversed optimistic bias. The empirical findings of this study are critical and can provide practical insights for Chinese health departments that encourage Chinese college students to minimize alcohol consumption.
通过先前的研究可知，中国大学生容易饮酒，这可能导致高血压、心脏病、中风、肝病和消化问题等健康风险行为。然而，对于热门社交媒体平台（如短视频应用程序）如何能积极影响他们减少饮酒意愿的了解却很少。本研究以乐观偏差理论为指导；我们调查了接触反饮酒短视频和短视频参与度对中国大学生减少饮酒意愿的直接、中介和调节作用。
本研究采用实证横断面设计，并于2022年9月1日至2022年11月1日进行了在线调查。该调查专门针对中国大学生，他们是短视频应用程序最常见的用户。收集到的数据经过了严格审查，包括层次回归、中介和调节分析，所有分析均使用SPSS 22版本中的PROCESS宏4.0进行。
本研究共纳入434名年龄在18 - 24岁之间的参与者。中国大学生接触反饮酒短视频（β = 0.35，< 0.01，95% CI [0.17, 0.63]）和短视频参与度（β = 0.44，< 0.001，95% CI [0.20, 0.65]）通过反向乐观偏差对其减少饮酒意愿存在中介效应。此外，感知到的预防大量饮酒控制（β = 0.05，< 0.001，95% CI [0.01, 0.09]）在接触反饮酒短视频与减少饮酒意愿之间的关系中起中介作用。
本研究是最早研究接触反饮酒短视频和短视频参与度对中国大学生减少饮酒意愿复杂影响的研究之一。此外，本研究证实，无论中国大学生是否自觉，接触反饮酒短视频都不会增加他们的反向乐观偏差水平。本研究的实证结果至关重要，可为鼓励中国大学生尽量减少饮酒的中国卫生部门提供实际见解。
