With the development of the Internet and the advancement of media technology,new media are widely used in the process of health product promotion and marketing.The way audiences use media has also changed from simple exposure to more in-depth interaction.In the promotion of electric toothbrushes,we aim to explore the contrasting roles of media exposure and media interaction,which are two media engagement behaviors with different levels of involvement.Using the technology accept-ance model as a theoretical framework,this study explores the mechanisms by which different types of new media engagement behaviors influence college students'willingness to use electric toothbrushes.The results showed that perceived usefulness,perceived ease of use,and perceived risk all significantly influenced college students'attitudes and intention to use electric toothbrushes.In addition,compared with media exposure,media interaction significantly promoted college students'perceived usefulness and perceived risk of electric toothbrushes,which therefore affected their attitudes and intention to use.The findings of the study revealed the importance of emphasizing the perceived usefulness and perceived ease of use attributes of the products when promoting health products like electric toothbrushes,and making full use of the interactive feature of new media platforms to strengthen users perceptions of the products and cultivate their stickiness,in order to obtain better promotional effects.
Media exposureMedia interactionTechnology acceptance modelingHealth prod-uctsElectric toothbrushes
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