Han Pu, Liu Senling, Zhang Deqiang, Li Xiong, Li Xiaoyan
School of Management, Nanjing University of Posts and Telecommunications, Nanjing, China.
Jiangsu Provincial Key Laboratory of Data Engineering and Knowledge Service, Nanjing, China.
Front Psychol. 2025 Jul 8;16:1547402. doi: 10.3389/fpsyg.2025.1547402. eCollection 2025.
Health short videos, as an emerging mode of information dissemination, play a crucial role in enhancing health awareness and promoting healthy behavior among college students. It is crucial to optimize both the content and dissemination strategies of these videos to amplify their impact on health communication and to enhance the health literacy of this demographic.
This study aims to construct a comprehensive model to explore the key factors influencing the use of health short videos among Chinese college students, including perceived usefulness, perceived ease of use, and performance expectations, among other factors. The goal is to supply theoretical foundations and practical guidance for optimizing health short video content and dissemination strategies, thereby enhancing college students' health literacy and quality of life.
An online survey was conducted among Chinese college students to investigate their inclination to acquire health information from health short videos. Based on TAM and UTAUT frameworks, a model was constructed to examine the factors influencing college students' adoption of health information from health short videos. Through structural equation modeling, the study analyzed the impact of health short videos on the information adoption behavior of college students.
This study included a total of 296 Chinese college students. Results from the structural equation model indicated that perceived usefulness ( = 0.443, < 0.001), perceived ease of use ( = 0.398, < 0.001), performance expectancy ( = 0.434, < 0.001), effort expectancy ( = 0.456, < 0.001), social influence ( = 0.443, < 0.001), information quality ( = 0.427, < 0.001), and perceived trust ( = 0.482, < 0.001) significantly positively influenced intention to adopt health short videos. Conversely, perceived risk ( = -0.415, < 0.001) and perceived disease threat ( = -0.480, < 0.001) had significant negative effects on adoption intention. Additionally, facilitating conditions ( = 0.421, < 0.001) positively influenced adoption behavior, and adoption intention significantly affected adoption behavior ( = 0.406, < 0.001).
The adoption of health short videos by Chinese college students is primarily positively influenced by factors such as perceived usefulness, ease of use, performance expectancy, effort expectancy, social influence, information quality, and trust. Conversely, perceived risk and disease threat negatively affect their usage. Therefore, to promote college students' continuous attention to and adoption of health short videos, the quality and credibility of health short videos should be improved, the user interface design should be optimized, usability should be enhanced, and social influence strategies should be used to enhance the attractiveness and persuasiveness of health information.
健康短视频作为一种新兴的信息传播方式，在提高大学生健康意识和促进其健康行为方面发挥着关键作用。优化这些视频的内容和传播策略，以扩大其在健康传播中的影响，并提高这一群体的健康素养至关重要。
本研究旨在构建一个综合模型，以探索影响中国大学生使用健康短视频的关键因素，包括感知有用性、感知易用性和绩效期望等因素。目标是为优化健康短视频内容和传播策略提供理论基础和实践指导，从而提高大学生的健康素养和生活质量。
对中国大学生进行了一项在线调查，以调查他们从健康短视频中获取健康信息的倾向。基于技术接受模型（TAM）和统一技术接受与使用模型（UTAUT）框架，构建了一个模型来检验影响大学生从健康短视频中采纳健康信息的因素。通过结构方程建模，该研究分析了健康短视频对大学生信息采纳行为的影响。
本研究共纳入296名中国大学生。结构方程模型的结果表明，感知有用性（β = 0.443，p < 0.001）、感知易用性（β = 0.398，p < 0.001）、绩效期望（β = 0.434，p < 0.001）、努力期望（β = 0.456，p < 0.001）、社会影响（β = 0.443，p < 0.001）、信息质量（β = 0.427，p < 0.001）和感知信任（β = 0.482，p < 0.001）对采纳健康短视频的意愿有显著正向影响。相反，感知风险（β = -0.415，p < 0.001）和感知疾病威胁（β = -0.480，p < 0.001）对采纳意愿有显著负向影响。此外，便利条件（β = 0.421，p < 0.001）对采纳行为有正向影响，采纳意愿对采纳行为有显著影响（β = 0.406，p < 0.001）。
中国大学生对健康短视频的采纳主要受到感知有用性、易用性、绩效期望、努力期望、社会影响、信息质量和信任等因素的正向影响。相反，感知风险和疾病威胁对其使用有负面影响。因此，为促进大学生持续关注和采纳健康短视频，应提高健康短视频的质量和可信度，优化用户界面设计，增强易用性，并采用社会影响策略来提高健康信息的吸引力和说服力。
