Department of Social Medicine and Health Education, School of Public Health, Peking University, Beijing, China.
School of Basic Medical Sciences, Hebei University, Baoding, Hebei, China.
Front Public Health. 2024 Jun 20;12:1348673. doi: 10.3389/fpubh.2024.1348673. eCollection 2024.
Women's health WeChat public accounts play a crucial role in enhancing health literacy and fostering the development of healthy behaviors among women by disseminating women's health knowledge. Improving users' continuous usage behavior and retention rates for the women's health WeChat public account is vital for influencing the overall effectiveness of health communication on WeChat.
This study aimed to construct a comprehensive model, delving into the key factors influencing women's continuance intention of the women's health public accounts from the perspectives of perceived health threats, individual abilities, and technological perceptions. The goal is to provide valuable insights for enhancing user stickiness and the effectiveness of health communication on WeChat public accounts.
An online survey was conducted among women receiving gynecological care at a certain hospital to gage their willingness for sustained use of the women's health WeChat public accounts. Through structural equation modeling, the study investigated the influencing factors on women's sustained intention to use the women's health WeChat public accounts.
The study included a total of 853 adult women. Among them, 241 (28.3%) women had followed women's health official accounts in the past but do not currently follow them, 240 (28.1%) women had followed women's health official accounts in the past and are still following them, and 372 (43.6%) women had never followed women's health official accounts. Currently, 240 women are still browsing women's health public accounts, 52 of whom read women's health public accounts every day, and most of them read women's health public accounts for 10-20 min at a time (100, 11.7%). The results of the structural equation model revealed that performance expectancy, social influence, hedonic motivation, habit, and e-health literacy had significantly positive effects on women's sustained intention to use public accounts (performance expectancy: = 0.341, < 0.001; social influence: = 0.087, = 0.047; hedonic motivation: = 0.119, = 0.048; habit: = 0.102, < 0.001; e-health literacy: = 0.158, < 0.001). E-health literacy and self-efficacy indirectly influence sustained intention by affecting performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The effect sizes of e-health literacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.244 ( < 0.001), 0.316 ( < 0.001), 0.188 ( < 0.001), 0.226( < 0.001), 0.154 ( < 0.001), and 0.073 ( = 0.046). The effect sizes of self-efficacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.502 ( < 0.001), 0.559 ( < 0.001), 0.454 ( < 0.001), 0.662 ( < 0.001), 0.707 ( < 0.001), and 0.682 ( < 0.001). Additionally, perceived severity and perceived susceptibility indirectly affected sustained intention by influencing performance expectancy and social influence. The effect sizes of perceived severity on performance expectancy and social influence were 0.223 ( < 0.001) and 0.146 ( < 0.001). The effect size of perceived susceptibility to social influence was 0.069 ( = 0.042).
Users' e-health literacy, self-efficacy, perception of disease threat, and users' technological perceptions of the WeChat public accounts are critical factors influencing women's continuance intention of using the WeChat public accounts. Therefore, for female users, attention should be given to improving user experience and enhancing the professionalism and credibility of health information in public account design and promotion. Simultaneously, efforts should be made to strengthen users' health awareness and cultivate e-health literacy, ultimately promoting sustained attention and usage behavior among women toward health-focused public accounts.
女性健康微信公众号在传播女性健康知识方面发挥着至关重要的作用，能够提高女性的健康素养并培养健康行为。提高用户对女性健康微信公众号的持续使用行为和留存率对于影响微信健康传播的整体效果至关重要。
本研究旨在构建一个综合模型，从感知健康威胁、个体能力和技术感知的角度深入探讨影响女性持续使用女性健康公众号意愿的关键因素。目的是为提高用户粘性和微信公众号健康传播的有效性提供有价值的见解。
对某医院妇科就诊的女性进行了一项在线调查，以衡量她们对持续使用女性健康微信公众号的意愿。通过结构方程建模，研究调查了影响女性持续使用女性健康微信公众号意愿的因素。
该研究共纳入 853 名成年女性。其中，241 名（28.3%）女性过去曾关注过女性健康官方账号，但目前不再关注，240 名（28.1%）女性过去曾关注过女性健康官方账号，目前仍在关注，372 名（43.6%）女性从未关注过女性健康官方账号。目前，240 名女性仍在浏览女性健康公众号，其中 52 名女性每天阅读女性健康公众号，大多数女性每次阅读女性健康公众号的时间为 10-20 分钟（100，11.7%）。结构方程模型的结果表明，绩效期望、社会影响、享乐动机、习惯和电子健康素养对女性持续使用公众号的意愿有显著的积极影响（绩效期望：β=0.341，<0.001；社会影响：β=0.087，<0.047；享乐动机：β=0.119，<0.048；习惯：β=0.102，<0.001；电子健康素养：β=0.158，<0.001）。电子健康素养和自我效能感通过影响绩效期望、努力期望、社会影响、便利条件、享乐动机和习惯间接影响持续意愿。电子健康素养对绩效期望、努力期望、社会影响、便利条件、享乐动机和习惯的影响大小分别为 0.244（<0.001）、0.316（<0.001）、0.188（<0.001）、0.226（<0.001）、0.154（<0.001）和 0.073（=0.046）。自我效能感对绩效期望、努力期望、社会影响、便利条件、享乐动机和习惯的影响大小分别为 0.502（<0.001）、0.559（<0.001）、0.454（<0.001）、0.662（<0.001）、0.707（<0.001）和 0.682（<0.001）。此外，感知严重性和感知易感性通过影响绩效期望和社会影响间接影响持续意愿。感知严重性对绩效期望和社会影响的影响大小分别为 0.223（<0.001）和 0.146（<0.001）。感知易感性对社会影响的影响大小为 0.069（=0.042）。
用户的电子健康素养、自我效能感、对疾病威胁的感知以及对微信公众号的技术感知是影响女性持续使用微信公众号意愿的关键因素。因此，对于女性用户，应关注提高用户体验，增强公众号健康信息的专业性和可信度。同时，应努力加强用户的健康意识，培养电子健康素养，最终促进女性对健康相关公众号的持续关注和使用行为。
