女性健康微信公众账号通过传播女性健康知识,在提高女性健康素养、促进女性健康行为发展方面发挥着至关重要的作用。提高女性健康微信公众号用户的持续使用行为和保留率,对于影响微信健康传播的整体效果至关重要。
■本研究旨在构建一个综合模型,从感知健康威胁的角度探讨影响女性健康公共账户持续意愿的关键因素,个人能力,和技术认知。目标是为增强用户粘性和微信公众账号健康传播的有效性提供有价值的见解。
在某医院接受妇科护理的女性中进行了一项在线调查,以衡量她们持续使用女性健康微信公众账号的意愿。通过结构方程建模,本研究调查了女性健康微信公众号持续使用意愿的影响因素。
■该研究共纳入853名成年女性。其中,241名(28.3%)女性过去曾关注过女性健康官方账户,但目前没有关注。240名(28.1%)女性过去曾关注过女性健康官方账户,并且仍在关注这些账户,372名(43.6%)女性从未关注过女性健康官方账户。目前,240名妇女仍在浏览妇女的健康公共账户,其中52人每天阅读妇女健康公共账户,他们中的大多数人一次阅读女性健康公众占10-20分钟(100人,11.7%)。结构方程模型的结果表明,预期性能,社会影响力,享乐动机,习惯,电子健康素养对女性使用公共账户的持续意愿有显着积极影响(预期表现:β=0.341,p<0.001;社会影响:β=0.087,p=0.047;享乐动机:β=0.119,p=0.048;习惯:β=0.102,p<0.001;电子健康素养:β=0.158,p<0.001)。电子健康素养和自我效能感通过影响预期绩效间接影响持续意愿,期望努力,社会影响力,便利条件,享乐动机,和习惯。电子健康素养对预期表现的影响大小,期望努力,社会影响力,便利条件,享乐动机,习惯为0.244(p<0.001),0.316(p<0.001),0.188(p<0.001),0.226(p<0.001),0.154(p<0.001),和0.073(p=0.046)。自我效能感对预期表现的影响大小,期望努力,社会影响力,便利条件,享乐动机,习惯为0.502(p<0.001),0.559(p<0.001),0.454(p<0.001),0.662(p<0.001),0.707(p<0.001),和0.682(p<0.001)。此外,感知严重性和感知易感性通过影响预期表现和社会影响间接影响持续意图。感知严重程度对绩效预期和社会影响的影响大小分别为0.223(p<0.001)和0.146(p<0.001)。感知社会影响易感性的效应大小为0.069(p=0.042)。
■用户\'电子健康素养,自我效能感,对疾病威胁的感知,和用户对微信公众账号的技术认知是影响女性继续使用微信公众账号意愿的关键因素。因此,对于女性用户来说,在公共账户设计和推广中,应注意改善用户体验,提高健康信息的专业性和可信度。同时,应努力增强用户的健康意识,培养电子健康素养,最终促进女性对健康为重点的公共账户的持续关注和使用行为。
UNASSIGNED: Women\'s health WeChat public accounts play a crucial role in enhancing health literacy and fostering the development of healthy behaviors among women by disseminating women\'s health knowledge. Improving users\' continuous usage behavior and retention rates for the women\'s health WeChat public account is vital for influencing the overall effectiveness of health communication on WeChat.
UNASSIGNED: This study aimed to construct a comprehensive model, delving into the key factors influencing women\'s continuance intention of the women\'s health public accounts from the perspectives of perceived health threats, individual abilities, and technological perceptions. The goal is to provide valuable insights for enhancing user stickiness and the effectiveness of health communication on WeChat public accounts.
UNASSIGNED: An online survey was conducted among women receiving gynecological care at a certain hospital to gage their willingness for sustained use of the women\'s health WeChat public accounts. Through structural equation modeling, the study investigated the influencing factors on women\'s sustained intention to use the women\'s health WeChat public accounts.
UNASSIGNED: The study included a total of 853 adult women. Among them, 241 (28.3%) women had followed women\'s health official accounts in the past but do not currently follow them, 240 (28.1%) women had followed women\'s health official accounts in the past and are still following them, and 372 (43.6%) women had never followed women\'s health official accounts. Currently, 240 women are still browsing women\'s health public accounts, 52 of whom read women\'s health public accounts every day, and most of them read women\'s health public accounts for 10-20 min at a time (100, 11.7%). The results of the structural equation model revealed that performance expectancy, social influence, hedonic motivation, habit, and e-health literacy had significantly positive effects on women\'s sustained intention to use public accounts (performance expectancy: β = 0.341, p < 0.001; social influence: β = 0.087, p = 0.047; hedonic motivation: β = 0.119, p = 0.048; habit: β = 0.102, p < 0.001; e-health literacy: β = 0.158, p < 0.001). E-health literacy and self-efficacy indirectly influence sustained intention by affecting performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The effect sizes of e-health literacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.244 (p < 0.001), 0.316 (p < 0.001), 0.188 (p < 0.001), 0.226(p < 0.001), 0.154 (p < 0.001), and 0.073 (p = 0.046). The effect sizes of self-efficacy on performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and habit were 0.502 (p < 0.001), 0.559 (p < 0.001), 0.454 (p < 0.001), 0.662 (p < 0.001), 0.707 (p < 0.001), and 0.682 (p < 0.001). Additionally, perceived severity and perceived susceptibility indirectly affected sustained intention by influencing performance expectancy and social influence. The effect sizes of perceived severity on performance expectancy and social influence were 0.223 (p < 0.001) and 0.146 (p < 0.001). The effect size of perceived susceptibility to social influence was 0.069 (p = 0.042).
UNASSIGNED: Users\' e-health literacy, self-efficacy, perception of disease threat, and users\' technological perceptions of the WeChat public accounts are critical factors influencing women\'s continuance intention of using the WeChat public accounts. Therefore, for female users, attention should be given to improving user experience and enhancing the professionalism and credibility of health information in public account design and promotion. Simultaneously, efforts should be made to strengthen users\' health awareness and cultivate e-health literacy, ultimately promoting sustained attention and usage behavior among women toward health-focused public accounts.