Study on the Motivation of Short Video Health Popularization Information Sharing and Its Influence on User Participation Behavior

Abstract

Abstract:

In University the age of we-media many institutions and individuals begin to use short video platforms toshare health science information. Understanding the motivation behind such sharing is critical forencouraging content creators to optimize sharing content and attract more users to participate. Based onsocial exchange theory and social capital theory this paper collected 770 samples from TikTok and usedregression analysis to examine the impact of creators’ sharing motivations on users likes comments andforwarding behaviors. Furthermore fsQCA configuration analysis was applied to identify combinationpathways that affect user participation. The study found out four primary motivations that drive creators toshare health science information structural capital relational capital cognitive capital and reciprocity.These factors can exert varying degrees of influence on users likes comments and retweets. Theconfiguration analysis further revealed four combination models that affect participation behaviorsreflecting the unique content creation dynamics of health science short video producers.

Qi Yunfei1 Jiao Yu1 Gong Wenjing1 Liu Lu2 Zhao Yuxiang3Zhu Qinghua3（ 1 School of Information Management Zhengzhou University of Aeronautics 2School of Nursing Zhengzhou Railway Vocational & Technical College 3 School of InformationManagement Nanjing）. Study on the Motivation of Short Video Health Popularization Information Sharing and Its Influence on User Participation Behavior[J]. Libraly Journal, 2025, 44(414): 91-99.

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