A Study on the Factors Influencing Douyin Users’ Sharing Behavior of Health Information Short Videos in China

Abstract

In the context of Chinese short video platforms, such as Douyin, dominating the mainstream media market and more and more diversified forms of health information communication, this study delves into the factors influencing the willingness of Chinese Douyin users to adopt health information behaviors, offers methods and suggestions for content creators and related platforms, and explores a superior path for health communication. Utilizing the Heuristic-Systematic Model (HSM), this research investigates the impact of both heuristic and systematic cues on user-sharing behavior. Data was gathered through a survey and analyzed using SPSS, revealing that source credibility, information presentation, information involvement, and information quality are all correlated with user-sharing behavior. For future development, media platforms such as Douyin and content creators ought to continuously enhance themselves in terms of strengthening account audits and improving content quality, to furnish users with better health information knowledge and strengthen their willingness to share health information.