健康科普短视频传播效果及影响因素评价研究
A study on dissemination effect and influencing factors of short health education videos
侯震 1赵勇 2田艳涛 2朱宝亮 3陈果 3童惟依 1邓靖飞 1李扬1
作者信息
- 1. 中国医学科学院医学信息研究所,北京 100020
- 2. 中国抗癌协会,天津 300384
- 3. 海南小荷健康网络技术有限公司,海南 澄迈 571925
- 折叠
摘要
目的 以中国抗癌协会抖音账号内的健康科普短视频为例,分析其传播效果及影响因素,为提升健康科普短视频的传播效果提供理论参考.方法 基于"中国抗癌协会"2个抖音账号中的科普视频,采用Wilc-oxon秩和检验、Kruskal-Wallis秩和检验、多元线性回归模型,从中心路径、边缘路径和内容发布时间3个方面分析影响健康科普短视频传播效果的主要因素.结果 本研究共纳入159条健康科普短视频.多元线性回归分析结果显示,中心路径方面的视频内容(β=-0.243)、出镜医务工作者职称(β=0.188)、视频时长(β=-0.408),边缘路径方面的标签数量(β=0.325)和内容发布时间方面的视频发布时间(β=-0.278)是影响健康科普短视频传播效果的主要因素(P＜0.1).结论 出镜医务工作者职称、视频标签数量、短视频时长及发布时间是影响健康科普短视频传播效果的主要因素,故相关部门应重视青年医务工作者科普能力的培养工作,优化健康科普短视频制作及传播策略.
Abstract
Objective To analyze the dissemination effect and influencing factors of short health popularization videos in Douyin account of China Anti-Cancer Association as example,and to provide theoretical reference for improving dissemination effect of short health popularization video.Methods Based on the short health popularization videos in two Douyin accounts of"China Anti-Cancer Association",Wilcoxon rank sum test,Kruskal-Wallis rank sum test and multiple linear regression model were used to analyze the main factors affecting the dissemination effect of health science short videos from three aspects:center path,edge path and content release time.Results A total of 159 health education short videos were included in this study.The results of multivariate linear regression analysis showed that the video content in the central path(β=-0.243),the professional title of medical workers(β=0.188),the video duration(β=-0.408),the number of labels in the edge path(β=0.325)and the video release time in the content release time(β=-0.278)were the main factors affecting the dissemination effect of short videos on health popularization(P＜0.1).Conclusion The pro-fessional title of medical workers,the number of video tags,the length of short video and the release time are the main fac-tors affecting the dissemination effect of short health education videos.Therefore,relevant departments should pay attention to the cultivation of young medical workers'science popularization ability and optimize the production and dissemination strat-egy of short video of health popularization.
关键词
科普视频/传播效果/影响因素/精细加工可能性模型Key words
Health education videos/Dissemination effect/Influencing factors/ELM引用本文复制引用
基金项目
2021年中国医学科学院医学与健康科技创新工程项目(2021-I2M-1-033)
出版年
2024
NETL
NSTL
万方数据