ORIGINAL RESEARCH article
Front. Psychol.
Sec. Health Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1547402
Research on the Factors Affecting the Adoption of Health Short Videos by the College Students in China: Unification Based on TAM and UTAUT Model
Provisionally accepted
- 1Nanjing University of Posts and Telecommunications, Nanjing, Jiangsu Province, China
- 2Nanjing Medical University, Nanjing, Jiangsu Province, China
Select one of your emails
You have multiple emails registered with Frontiers:
Notify me on publication
Please enter your email address:
If you already have an account, please login
You don't have a Frontiers account ? You can register here
Background: Health short videos, as an emerging mode of information dissemination, play a crucial role in enhancing health awareness and promoting healthy behavior among college students. It is crucial to optimize both the content and dissemination strategies of these videos to amplify their impact on health communication and to enhance the health literacy of this demographic.Objective: This study aims to construct a comprehensive model to explore the key factors influencing the use of health short videos among Chinese college students, including perceived usefulness, perceived ease of use, and performance expectations, among other factors. The goal is to supply theoretical foundations and practical guidance for optimizing health short video content and dissemination strategies, thereby enhancing college students' health literacy and quality of life.Results: This study included a total of 296 Chinese college students. Results from the structural equation model indicated that perceived usefulness (β=0.443, p<0.001), perceived ease of use (β=0.398, p<0.001), performance expectancy (β=0.434, p<0.001), effort expectancy (β=0.456, p<0.001), social influence (β=0.443, p<0.001), information quality (β=0.427, p<0.001), and perceived trust (β=0.482, p<0.001) significantly positively influenced intention to adopt health short videos. Conversely, perceived risk (β=-0.415, p<0.001) and perceived disease threat (β=-0.480, p<0.001) had significant negative effects on adoption intention. Additionally, facilitating conditions (β=0.421, p<0.001) positively influenced adoption behavior, and adoption intention significantly affected adoption behavior (β=0.406, p<0.001).Conclusion: The adoption of health short videos by Chinese college students is primarily positively influenced by factors such as perceived usefulness, ease of use, performance expectancy, effort expectancy, social influence, information quality, and trust. Conversely, perceived risk and disease threat negatively affect their usage. Therefore, to promote college students' continuous attention to and adoption of health short videos, the quality and credibility of health short videos should be improved, the user interface design should be optimized, usability should be enhanced, and social influence strategies should be used to enhance the attractiveness and persuasiveness of health information.
Keywords: health short videos, Health information dissemination, information adoption behavior, Chinese college students, integrated model
Received: 18 Dec 2024; Accepted: 26 Jun 2025.
Copyright: © 2025 Han, Liu, Zhang, Li and Li. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Pu Han, Nanjing University of Posts and Telecommunications, Nanjing, 210003, Jiangsu Province, China
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.