关键词: 社交媒体, 健康科普信息, 影响因素, 传导路径, DEMATEL, ISM, 健康信息学

Abstract:

[Purpose/Significance] Against the backdrop of the digital wave and the Healthy China initiative, efforts to enhance national health information literacy face challenges, including an insufficient supply of high-quality popular science content and low public enthusiasm for its dissemination. This study aims to explore the internal driving forces, core influencing factors, and transmission paths of the willingness to share online health popular science information. It further intends to provide theoretical support for regulatory authorities and popular science platforms in formulating incentive policies and safeguard mechanisms, thereby promoting the participation of social entities in popular science dissemination, increasing the supply of high-quality popular science resources, and enhancing the health information literacy of the general public. [Method/Process] A three-stage research design of "Grounded Theory - Fuzzy DEMATEL - ISM" was adopted. Firstly, interview data from diverse groups were collected through semi-structured interviews. Grounded Theory was then applied to coding to extract initial influencing factors and construct a multi-dimensional driving force system. Secondly, Fuzzy DEMATEL was used to calculate the centrality and causality degrees, so as to identify key factors. Finally, the interpretive structural modeling (ISM) method was employed to integrate the influencing factors, establish a hierarchical structure, and clarify the transmission logic and action mechanism. This method not only enables the acquisition of the most original influencing factor system from interview materials but also reveals the interaction relationships among these factors, which is in line with the research requirements and trends in the field of information science. [Results/Conclusions] The results of Grounded Theory analysis identified 13 influencing factors, which are categorized into four dimensions. The personal dimension includes four factors: interpersonal interaction traits, perceived utility, health information literacy, and self-efficacy. The information dimension consists of four factors: information quality, information source credibility, information richness, and information clarity. The platform dimension comprises two factors: interaction promotion mechanism and platform technology. The social dimension contains three factors: social economy, social public events, and the clustering effect. Fuzzy DEMATEL analysis indicated that perceived utility, health information literacy, information clarity, and social economy are the key factors. ISM analysis revealed a 4-layer hierarchical structure of influencing factors from the superficial to the deep, with the social economy being the deepest-layer factor. Additionally, four key transmission paths were sorted out. Based on the research conclusions, four suggestions are proposed: Firstly, from the personal dimension, efforts should be made to mobilize the subjective role of users. Secondly, from the information dimension, the information quality and clarity for content creators and sharers should be improved. Thirdly, from the platform dimension, active cooperation with content sharers should be pursued and the interaction mechanism should be optimized. Finally, from the social dimension, the government should promote the development of the health popular science industry. In subsequent studies, empirical tests (such as structural equation modeling and fsQCA) can be incorporated to ensure the reliability and validity of the theory.

Key words: social media, health science information, key influencing factors, transmission path, DEMATEL, ISM, health informatics