Oh Jeeyun, Jin Eunjoo, Zhuo Shuer
Stan Richards School of Advertising & Public Relations, Moody College of Communication, The University of Texas at Austin.
Jack J. Valenti School of Communication, University of Houston.
Health Commun. 2025 Jun;40(7):1169-1180. doi: 10.1080/10410236.2024.2389353. Epub 2024 Aug 8.
TikTok has been an innovative platform for distributing health messages with its wide appeal to younger audiences. The current study examines how the perceived humor of TikTok videos that promote COVID-19 vaccination influences persuasion through cognitive and affective mechanisms. In a survey study ( = 186), perceived humor was a positive predictor of source liking and happiness but was also associated with message discounting. Both source liking and happiness indirectly encouraged pro-vaccination attitudes by motivating message elaboration. In contrast, message discounting reduced elaboration, which discouraged pro-vaccination attitudes. Especially, those who watch TikTok for information gratification counterargued more as perceived humor increased.
TikTok一直是一个创新平台，能广泛吸引年轻受众来传播健康信息。当前的研究考察了推广新冠疫苗接种的TikTok视频中所感知到的幽默是如何通过认知和情感机制影响说服力的。在一项调查研究（n = 186）中，感知到的幽默是对信息源喜爱度和愉悦感的一个积极预测指标，但也与对信息的轻视有关。信息源喜爱度和愉悦感都通过激发对信息的详尽思考间接促进了支持接种疫苗的态度。相比之下，对信息的轻视减少了详尽思考，从而不利于支持接种疫苗的态度。特别是，那些为满足信息需求而观看TikTok的人，随着感知到的幽默增加，会更多地进行反驳。
