Short video platforms have gained widespread usage as a new medium for health communication. To clarify the factors contributing to users’ health information adoption and continuous usage intention of the channel, we developed a research model based on media richness theory (MRT) and information system continuance theory (ISCT), which includes four dimensions of media features, two aspects of user perception, users’ health information adoption and continuous usage intention.
We conducted an online survey and collected data from 335 health short video users. The data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method and fuzzy-set qualitative comparative analysis (fsQCA) method.
(1) Perceived usefulness is influenced by health content expressiveness, personalized health insights and comprehensive health narratives of the short video system. Perceived credibility is impacted by health system responsiveness, personalized health insights and comprehensive health narratives. (2) FsQCA provides additional insights by identifying three distinct configurations of media features that enhance perceived usefulness and perceived credibility. (3) Perceived usefulness and perceived credibility significantly predict users’ health information adoption behavior and continuous usage intention. (4) Users’ health information adoption behavior further promotes continuous usage intention.
Our research extends the existing model by integrating MRT into the context of short video platforms and health communication. The findings hold significant practical implications by highlighting the importance of incorporating diverse and engaging content on short video platforms.
