A Quantitative Study on Health Information Dissemination Through

the We-Media Platform Among Middle-Aged and Elderly Users

Suyu Zhang

1a,*

, Yujun Fang

and Rong Hu

Nanjing Normal University, Nanjing, China

Chinese University of Hong Kong, Hong Kong, China

Keywords: We-Media, Health Dissemination, Middle-Aged and Elderly Groups, TAM.

Abstract: The dissemination of health information through the we-media platform among middle-aged and elderly

users is a critical topic of research. Based on the technology acceptance model (TAM) and in combination

with the characteristics of health we-media, this paper investigated the current trend of middle-aged and

elderly groups using the we-media platform to obtain health information and the factors influencing their

acceptance. The results revealed that the perceived ease of use and usefulness of the platform is

considerably affected by the following: (1) age groups; (2) the trust of the users in the we-media platform;

(3) the technical difficulty of the we-media platform. Moreover, acceptance willingness depends on the

professional level, difficulty of use, and technology. Furthermore, both perceived ease of use and perceived

usefulness of middle-aged and elderly users positively affects their acceptance willingness. Therefore, the

we-media platform needs to continuously improve the user experience and improve the acceptance

willingness of middle-aged and elderly user groups. This paper will be beneficial to enrich the modern life

research of middle-aged and elderly groups, and provide reference for the further improvement of we media

platform.

1 INTRODUCTION

China is a country with a considerable elderly

population. Therefore, population aging and health

literacy of elderly groups are critical concerns. The

Internet age has ushered numerous dissemination

channels, which can rapidly propagate health

information. Therefore, in the current information

era, how middle-aged and elderly groups obtain and

distinguish health knowledge is a critical topic of

research. The all-weather, diversified, and low-cost

information dissemination in the Internet age has

resulted in considerable health information becoming

available. However, middle-aged and elderly groups

cannot discern the authenticity of such information.

Therefore, identifying crucial health information is

key to improving their health literacy among middle-

aged and elderly groups.

Communication of health knowledge among

middle-aged and elderly groups is essential. However,

https://orcid.org/0000-0001-6934-9065

https://orcid.org/0000-0002-8725-3072

people of such age groups do not easily accept new

media, with some elderly people refusing to use we-

media platforms such as Tik Tok, SnackVideo, and

WeChat. Therefore, producing truthful and misleading

information, fine content, and attracting the attention

of middle-aged and elderly groups mainly by service

are problems created by health science we-media. The

current communication strength of health science we-

media among middle-aged and elderly groups, their

communication characteristics, and typical problems

in health science short videos were discussed. This

paper investigated the optimal communication path of

health science short videos to improve the health

literacy of middle-aged and elderly groups and

provided support for building a healthy ageing society.

https://orcid.org/0000-0003-3055-8980

Chi Corresponding author. E-mail address

654

Zhang, S., Fang, Y. and Hu, R.

A Quantitative Study on Health Information Dissemination Through the We-Media Platform Among Middle-Aged and Elderly Users.

DOI: 10.5220/0012041500003620

In Proceedings of the 4th International Conference on Economic Management and Model Engineering (ICEMME 2022), pages 654-662

ISBN: 978-989-758-636-1

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

2 LITERATURE REVIEW

2.1 Health Communication On

We-Media

Reviewing the existing achievements of health

communication under the background of new media

technology, it is found that China's health

communication we media platforms include wechat,

Tiktok and microblog. Most studies focus on the

environmental analysis of new media technology and

current health communication. Most health

communication strategies under new media

technology focus on narrative strategies and

communication methods. The most common method

is to use specific self media short videos for case

studies. Bai Jingjing analyzes the difficulties of

healthy communication in the social media

environment and believes that the concept innovation

and paradigm transformation from one-way publicity

to two-way dialogue are very important. In addition,

this means the transformation from information flow

to well connected networks and from community of

interests to community of values (Hu, 2012). Hai min

analyzed the impact of WeChat official account

"DXY", and summarized the communication

strategies of title, title production, topic selection,

content subdivision and user interaction (Li, Zheng,

2020). Most health communication studies analyze

public health emergencies. Jing and Li show the

advantages of 2019 coronavirus disease transmission

and effectively visualize, simplify and logic

information (Bai, Wu, 2020). Mr. Xi put forward

three common misunderstandings in the content

construction of health science short films: non

professional communicators mislead the audience

and distort the facts; The content is rough and limited;

Excessive commercialization of entertainment leads

to the reduction of public services (Chen, 2021).

2.2 Health Communication Research

on Middle-Aged and Elderly

Groups

Li performed surveys using a questionnaire and in-

depth interviews of retirees in Chunfeng community,

Niujie, Beijing to analyse the spreading and current

trends of health rumours among retirees. The

characteristics of the spread of health rumours among

retirees are as follows: information can be obtained

in numerous method; however, most information is

false; the arrival rate of effective information is low

and information typically changes; retirees have low

information literacy and different media contact

habits. Furthermore, they revealed that the authorities

can play a vital role in preventing and refuting

rumours and improve awareness among retirees (Li,

2021).

Foreign studies on the health communication

among middle-aged and elderly groups have mainly

focused on conventional and social media. Andersen,

Medagalia, and Henriksen conducted a sampling

survey on the middle-aged and elderly people from

China and revealed that the use of conventional

media, digital access, and social media considerably

affects their social participation (Andersen,

Medaglia, et al, 2012). Most studies have analysed

the effect of social media on the executive functions

of middle-aged and elderly groups from the effect

dimension. Tao et al. performed structural equation

model analysis to reveal that the use of social media

by middle-aged and elderly groups can prevent

cognitive decline (He, Huang, et al, 2020).

2.3 Studies on Health Communication

Short Videos

Reviewing existing studies revealed that most

domestic studies on health short videos have used the

qualitative research method focused on content

analysis. Most studies have focused on effects, such

as communication mode, communication subject,

and communication content, resulting from short

videos to identify problems in existing health short

video communication, and recommendations for the

development of the platform. Liru investigated

changes that new media, such as Tik Tok short

videos, has ushered in health communication and

revealed that Tik Tok short videos provided

considerable information supply for health

communication, eased the doctor–patient relationship,

and guided the public to maintain a healthy

mentality[]. Kexian evaluated the forwarding

behaviour of Tik Tok health short video users and the

factors affecting their forwarding in the context of

health communication and summarised influencing

factors as follows: perception of content quality,

information relevance, trust mechanism, opinions

link, social motive, and motive for persuasion

(Zhang, 2021).

3 HYPOTHESES

The technology acceptance model (TAM) based on

Ajzen’s theory of reasoned action (TRA) was first

proposed by DAVIS in 1986. The two primary

A Quantitative Study on Health Information Dissemination Through the We-Media Platform Among Middle-Aged and Elderly Users

655

determinants of the TAM, namely perceived

usefulness and perceived ease of use, are used to

verify the acceptance of the information system by

the users. The perceived ease of use refers to the

degree to which users believe a technology can

reduce effort by using the system, and perceived

usefulness refers to the degree to which users believe

a technology can improve their work efficiency when

using the system. According to the TAM, external

variables considerably affect the perceived ease of

use, which can indirectly affect the behavioural

intention of users. Both perceived ease of use and

perceived usefulness determine the desire of users to

use the technology. Furthermore, behavioural

intention determines their actual use behaviour. The

TAM developed by DAVIS is displayed in Fig. 1.

Figure 1: Technology acceptance model (TAM).

Based on the TAM, this study proposed the

following 18 hypotheses through analyses of the

health we-media platforms and trend of middle-aged

and elderly users.

3.1 Trends of Middle-Aged and Elderly

Users and the TAM

This study investigated the trend of middle-aged and

elderly users from the perspective of age, level of

education, and health literacy, which considerably

affects the perceived ease of use and perceived

usefulness in the TAM. The perceived ease of use

primarily includes three aspects, namely the

difficulty of use, information quality, and level of

service. Perceived usefulness covers three aspects,

namely the efficiency of obtaining information,

convenience of obtaining information, and accuracy

of information. Based on this data, we proposed the

following five specific hypotheses from two

directions, that is, users’ own situation positively

affects their perceived ease of use and perceived

usefulness.

3.1.1 Positive Effects of the Situation of

Middle-Aged and Elderly Users on

Their Perceived Ease of Use

2 specific hypotheses related to this hypotheses are as

follows:

H1: the education level of middle-aged and

elderly groups considerably affects their ability to

identify the truth of health knowledge. The middle-

aged and elderly with higher education could easily

distinguish between real and fake health knowledge.

H2: Considerable differences exists between the

middle-aged and elderly people who have accessed

health information on the Internet and those who

have not. Those who have seen health science

information on we-media platforms are more likely

to identify health rumours than those who have not.

3.1.2 the Situation of Middle-Aged and

Elderly Users Positively Affects Their

Perceived Usefulness

3 specific hypotheses related to this hypotheses are as

follows:

H3: the age of middle-aged and elderly groups

considerably affects their acceptance of health

science we-media. The younger the middle-aged and

elderly users are, the more likely they are to accept

health science we-media.

H4: the gender of middle-aged and elderly groups

considerably affects their acceptance of health

science we-media. Middle-aged and elderly women

are more willing to actively search for health science

knowledge in comparison with men.

H5: the health literacy of middle-aged and elderly

groups considerably affects their acceptance of health

science we-media. The higher the health literacy

level is, the more willing they are to accept health

science we-media.

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

656

3.2 Characteristics of Health Science

We-Media and the TAM

Numerous short video platforms and channels have

emerged for health communication. People can

access various health information through media.

This access is an opportunity and a challenge for we-

media and the health communication industry.

However, verifying the truth of such health

information is difficult. Currently, health we-media

are characterised by various professional levels,

considerable difference in user traffic and diversified

platforms. Therefore, the following eight hypotheses

were proposed from two perspectives: the trust of

middle-aged and elderly users in we-media platform

positively affected their perceived ease of use and

perceived usefulness; the technical difficulty of

health we-media had a negative effect on perceived

ease of use and perceived usefulness of users.

3.2.1 the Trust of Middle-Aged and Elderly

Users in We-Media Platform Has a

Positive Impact on Their Perceived

Usefulness

3 specific hypotheses related to this hypotheses are as

follows:

H6: the wardrobe, props, and makeup of we-

media platform professionals considerably affects the

acceptance of middle-aged and elderly users. These

professionals are more willing to trust short bloggers

who are good at medical care than the health science

short bloggers with casual dressing.

H7: their trust in we-media accounts and

mainstream media accounts: they are more willing to

trust the health information released by the official

mainstream media compared with that released by

we-media bloggers.

H8: the number of followers of we-media

accounts can considerably affect the trust of middle-

aged and elderly users: they prefer to trust the we-

media accounts with high number of followers

compared with those with a small number of fans.

3.2.2 the Difficulty of Health Science

We-Media Has a Positive Effect on

Perceived Ease of Use

5 specific hypotheses related to this hypotheses are as

follows:

H9: the popularity of we-media platforms

considerably affects the acceptance of middle-aged

and elderly users: compared with less popular we-

media platforms, these are more prone to obtain health

information in platforms with popular platforms.

H10: the operating difficulty of we-media

platforms can considerably affect the acceptance of

middle-aged and elderly users: compared with we-

media platforms that require reading text, they prefer

to receive health information through short video

platforms.

H11: the operating difficulty of we-media

platforms can considerably affect the acceptance of

middle-aged and elderly users: compared with the we-

media platforms that require opening a VIP service to

obtain content, middle-aged and elderly users are

more likely to select the we-media platforms through

which they can directly obtain health information.

H12: user interactive experience considerably

affects the acceptance of middle-aged and elderly

users: they prefer to obtain health information in the

platforms with comment areas compared with the

platforms without comment areas.

H13: user interactive experience considerably

affects the acceptance of middle-aged and elderly

users: compared with the platforms that cannot

provide feedback, they are more willing to obtain

health information in the we-media platforms that

allow feedback on complaints.

3.3 TAM and Users’ Willingness to

Adopt

DAVIS in the TAM revealed that the want-to-use

attitude and behavioural intention of users are

determined by their perceived ease of use. Their

perceived usefulness can affect their want-to-use

attitude, whereas their want-to-use attitude directly

affects the behavioural intention of users. Therefore,

we proposed the following five hypotheses:

H14: the perceived ease of use positively affects

the perceived usefulness.

H15: the perceived ease of use positively affects

the want-to-use attitude of users.

H16: the perceived usefulness has a positive

effect on the want-to-use attitude of users.

H17: the perceived ease of use considerably affect

the behavioural intention of users.

H18: the want-to-use attitude of users considerably

affects their behavioural intention.

4 MODEL SPECIFICATION

Based on the TAM developed by DAVIS, we

developed a theoretical model of influencing factors

of middle-aged and elderly groups in health we-

media (see Fig. 2).

A Quantitative Study on Health Information Dissemination Through the We-Media Platform Among Middle-Aged and Elderly Users

657

Figure 2: Theoretical model of influencing factors of middle-aged and elderly groups in health we-media.

We developed the original model of the

willingness of middle-aged and elderly users to adopt

health we-media in combination with the

aforementioned model and hypotheses (see Fig. 3).

Figure 3: Original model of the willingness of middle-aged and elderly users to adopt health we-media.

5 METHOD

5.1 Questionnaire Design

The original questionnaire design was performed

according to studies on the situation of middle-aged

and elderly users and the characteristics of health we-

media platforms and their information. Based on the

TAM developed by DAVIS and Venkatesh’s research

on the TAM, we designed 10 questions to measure the

perceived ease of use and the perceived usefulness.

The questionnaire investigated the situation of middle-

aged and elderly users from three directions, including

their age, education level, and health literacy, for

which we designed three relevant questions. Three

relevant questions based on the two hypotheses that the

trust of middle-aged and elderly users has a positive

effect on perceived usefulness and perceived ease of

users. The technical difficulty of the TAM was

performed according to Huaxiao and Li on the

suitability framework analysis of smart care for the

disabled elderly (Chen, Wang, 2021). Five questions

are related to the popularity, operation difficulty, and

service response of we-media platforms. We obtained

the opinions of experts in the field of health and

network to improve the professionalism of the

questionnaire. The questionnaire was distributed for a

pre-survey on a small scale and the content was

adjusted in accordance with the feedback results to

ensure that the language and terms used in the

questionnaire can be comprehensible to the middle-

aged and elderly users. Furthermore, the conceptual

explanation of “health we-media” was added to

facilitate further understanding of the questionnaire

content; subsequently, the final questionnaire was

distributed. All data collected from the simulated

distribution were deleted. The questionnaire was

designed with 28 measurement items including single

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

658

choice, fill-in-the-blank, five-point scale and ten-point

scale.

5.2 Questionnaire Distribution and

Data Collection

Of the 1076 questionnaires were collected in this

survey. 1031 valid responses were obtained, with a

valid questionnaire ratio of 95.8%, after deleting the

invalid questionnaires that did not satisfy the research

age requirements or answered the questionnaire in a

short time. To ensure data accuracy, the results were

obtained through two survey methods. First, 935

questionnaires were distributed through WJX on

November 1, 2021, which were ended and counted

on February 18, 2021. We performed the survey

through leaving words for user comments on the

WeChat official account, sending private messages to

users who follow the health science we-media

accounts on Tik Tok, SnackVideo, MicroBlog and

Zhihu, consulting elderly relatives and friends

through telephones, chat on WeChat and directing

sending messages in the platform, so as to interview

them about their use and opinions of health we-

media. The resulting feedback was mainly in the form

of telephone recordings and chat screenshots.

Among the 935 valid questionnaires distributed

through WJX, 48.4% of respondents were men and

51.6% of respondents were female; the middle-age

and elderly users with access to health information

through the we-media platform were 80.9%. The

respondents mainly graduated from high school and

vocational technical institutes, and the main

platforms they used are WeChat official account and

Tik Tok (see Table 1 and Table 2).

Table 1: Information statistics of health science we-media users.

Classification Options Percentage

Gender

Male 47.7%

Female 52.3%

Age

45～55 17.2%

56～65 51.6%

66～75 21.9%

76～85 9.2%

85 an

above 0.1%

Education level

Have no systematic educatio

11.2%

Primary education 21.3%

Junio

high school educatio

18.2%

High school education 20.1%

Vocational technical institute 17.5%

College an

above 11.7%

Health literacy

0~33

oin

32.1%

33~66

oin

37.5%

67~100

oin

30.4%

Table 2: Information statistics of the middle-aged and elderly using health science we-media.

Classification O

tions %

Understanding level

Neve

hear

of 9.8%

Only hear

of 12.3%

Know a little

it 31.1%

Know well 24.3%

Know a lot about 22.5%

Frequency of use (videos)

Almost ever

23.0%

Fre

uentl

22.2%

Generall

27.9%

Occasionall

15.1%

Neve

11.8%

Frequency of use (non-videos)

Almost ever

21.1%

Fre

uentl

21.9%

Generall

29.9%

Occasionall

12.6%

Neve

14.5%

A Quantitative Study on Health Information Dissemination Through the We-Media Platform Among Middle-Aged and Elderly Users

659

Based on the data collection results of the

questionnaire, we used SPSS 26 to analyse the data

from three aspects, that is, reliability and validity test,

goodness-of-fit of the model and Pearson correlation,

and finally verified whether the research hypotheses

proposed in the present study are tenable.

6 EMPIRICAL ANALYSIS

6.1 Test of Validity

Cronbach’s α was used to test the reliability of the scale.

The results revealed that the α values of all variables are

greater than 0.7, including users’ situation, users’ trust

in the platform, technical difficulty of we-media

platform, perceived ease of use, perceived usefulness,

users’ want-to-use attitude and their behavioural

intention. This information indicates that each variable

exhibits internal consistency (see Table 3).

Table 3: Cronbach’s Alpha value of variables in the model.

Latent variables

Number of

items

Cronbach’s

Alpha

Platfor

trust 3 0.767

Users’ situation 5 0.778

Technical difficult

7 0.808

Perceive

ease of use 5 0.918

Perceive

usefulness 5 0.918

Want-to-use attitude 3 0.869

Factor analysis and average variance extraction

(AVE) were used to test the validity of the scale. The

factor loads of all latent variables were greater than

0.7, and the AVE value of platform trust, users’

situation, perceived ease of use, perceived usefulness,

and users’ want-to-use attitude were greater than 0.7.

These results indicated that an excellent discriminant

validity existed among variables. We adopt KMO

and performed Bartlett’s spherical test to test the data.

As listed in Table 4, the research model exhibited

discriminant validity.

Table 4: Correlation coefficient between the square root of AVE and latent variables.

Latent variables AVE Facto

loads KMO Bartlett's spherical df P

Platfor

trust 0.656 0.794 0.722 2680.980 28 0.000

Users’ situation 0.669 0.772 0.869 7331.473 171 0.000

Technical difficulty 0.638 0.743 0.828 10603.635 231 0.000

Perceive

ease of use 0.753 0.868 0.901 3294.943 10 0.000

Perceive

usefulness 0.754 0.868 0.903 3305.236 10 0.000

Want-to-use attitude 0.792 0.890 0.740 1429.017 3 0.000

6.2 Model Test

The factors influencing the want-to-use attitude of

health we-media were analysed, and the results revealed

that the loads of all variables in the rotational component

matrix were greater than 0.7, and the cumulative

variance explanation rate was 80.165%. Therefore, it is

feasible to use perceived usefulness and perceived ease

of use as the factors influencing users’ want-to-use

attitude toward health we-media. As presented in the

factor analysis of the behavioural intention of health we-

media, the loads of all variables in the rotational

component matrix were higher than 0.8, and the

cumulative variance explanation rate was 73.289%.

This result indicates that want-to-use attitude can better

explain the behavioural intention of middle-aged and

elderly groups on health we-media (see Table 5).

Table 5: The rotational component matrix of want-to-use influence coefficient for health we-media.

Variables Items Factors

Perceived

usefulness

Health science we-media can obtain health information quickl

0.867

Health science we-media can obtain comprehensive health information 0.872

Health science we-media can obtain accurate health information 0.903

Health science we-media is more convenient fo

me to obtain the health information I nee

0.891

It is more reliable to obtain health information from health science we-media. 0.846

Perceived

ease of use

It is easy fo

me to fin

a health science we-media account 0.806

It is easy to fin

the health information I nee

0.810

The quality of information obtaine

y virtue of health we-media is highe

than I expecte

0.844

The experience an

gains of using health we-media are highe

than I expecte

0.875

The service level of health we-media is highe

than I expecte

0.802

Attitude

toward using

It is more convenient to use health we-media than othe

channels 0.882

It is faste

to use health we-media than othe

channels 0.834

We can obtain more abundant information fro

health we-media than othe

channels. 0.889

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

660

We also analysed the four factors influencing the

perceived ease of use and perceived usefulness, that

is, perceived ease of use, perceived usefulness, want-

to-use attitude, and behavioural intention, and

regressive analysis was performed to sort out the

paths between variables and obtain the correlation

coefficient values between them (see Table 6). As

listed in Table 6, the correlation coefficients between

perceived ease of use and users’ situation and

technical difficulty are separately 0.802 and −0.645,

respectively, and the correlation coefficients between

perceived usefulness and users’ situation, and

platform trust are 0.771 and 0.847. The correlation

coefficients between want-to-use attitude and

perceived ease of use, and perceived usefulness were

0.693 and 0.741, and the correlation coefficients

between behavioural intention and perceived ease of

use and want-to-use attitude were 0.686 and 0.791.

The data revealed that the perceived ease of use

positively affected perceived usefulness; both

perceived ease of use and perceived usefulness

exhibited a positive effect on users’ want-to-use

attitude, and perceived ease of use and want-to-use

attitude have a positive effect on users’ behavioural

intention (see Table 7). The present research results

based on the TAM are further verified.

Table 6: Standardised path coefficients and test values of the modified model.

Hypotheses Paths Correlation coefficients P

H1, H2 Users’ situation - perceived usefulness 0.771 <0.01

H3, H4, H5 Users’ situation - perceived ease of use 0.802 <0.01

H6, H7, H8 Platform trust - perceived usefulness 0.847 <0.01

H9, H10, H11, H12, H13 Technical difficulty - perceived ease of use

－0.645

<0.01

H14 Perceived ease of use - perceived usefulness 0.681 <0.01

H15 Perceived ease of use - want-to-use attitude 0.693 <0.01

H16 Perceived usefulness - perceived usefulness 0.741 <0.01

H17 Perceived ease of use - behavioural intention 0.686 <0.01

H18 Want-to-use attitude - behavioural intention 0.791 <0.01

Table 7: Results summary of hypotheses testing.

No. Research hypotheses Meet the test Fail the test

H1a

The own situation of middle-aged and elderly users has a positive impact

on thei

erceive

ease of use



H1b

The own situation of middle-aged and elderly users has a positive impact

on thei

erceive

usefulness



The trust of middle-aged and elderly users on we-media platform has a

ositive impact on thei

erceive

usefulness



The using difficulty of health science we-media has a negative impact on

users’

erceive

ease of use



H4 Perceived ease of use has a positive impact on perceived usefulness



H5 Perceived ease of use has a positive impact on users’ want-to-use attitude



H6 Perceived usefulness has a positive impact on users’ want-to-use attitude



H7 Perceived ease of use has a positive impact on users’ behavioural intention



7 CONCLUSION AND

ENLIGHTENMENT

7.1 Conclusions and Analyses

The present study investigated the adoption model of

middle-age and elderly users of health we-media, and

a questionnaire survey was conducted in accordance

with the three factors influencing user experience.

Finally, the research hypotheses and theoretical

model were verified through data analysis and

empirical research.

The main conclusions are as follows. Analyses of

information regarding the middle-aged and elderly

groups and health we-media revealed that older users

exhibit a low acceptance health we-media; furthermore,

users with lower education exhibit a low acceptance

rate of health information obtained from health we-

media.

The operating difficulty of we-media platform

negatively affects the perceived ease of use,

A Quantitative Study on Health Information Dissemination Through the We-Media Platform Among Middle-Aged and Elderly Users

661

indicating that the simple the operation interface and

the more convenient the use of we-media are, the

more favoured the middle-aged and elderly users

favour the platform. Data analysis revealed that

middle-aged and elderly users are willing to accept

and use video we-media (e.g., Tik Tok, SnackVideo,

and WeChat video) more frequently than we-media

in the form of picture and texts (e.g., WeChat official

account, MicroBlog and Zhihu), among which Tik

Tok short video exhibited the highest acceptance and

frequency of use.

The trust of middle-aged and elderly users in

health we-media (the professionalism of health we-

media) positively affects their perceived usefulness.

This result indicates that the we-media account with

more professional scene building, wardrobe props,

and literal use results in middle-aged and elderly

users to have a positive attitude toward them.

Both perceived ease of use and perceived

usefulness exhibited a positive effect on want-to-use

attitude of middle-aged and elderly users. Their

perceived ease of use considerably affects their

want-to-use attitude. This result revealed that the

simpler the operation of health we-media is, the

more convenient the access channels, the higher the

acceptance of middle-aged and elderly users are.

The higher the accuracy and professionalism of

health information are in we-media account, the

higher the recognition of middle-aged and elderly

users are.

The want-to-use attitude of middle-aged and

elderly users towards we-media platform has a

positive effect on their use behaviour. As displayed

by the results of empirical research, the more

middle-aged and elderly users want to use health

we-media, the more likely they are to use health

information obtained from health we-media in their

daily life.

7.2 Enlightenment and Limitations

Based on the above conclusions, we proposed the

following suggestions for we-media platforms and

health we-media accounts from the perspective of

technical difficulty and professionalism. We-media

platform owners should consider the requirements of

the middle-aged and elderly users in the design of

interface, simplifying the operation difficulty of the

platform so that they can directly obtain health

information without asking for help. To ensure the

truth and accuracy of health information, we-media

owners should reinforce user trust by improving

shooting environment and the professionalism of

wardrobe, makeup, and props.

REFERENCES

Andersen, K.N., Medaglia, R., Henriksen, H.Z., (2012)

Social media in public health care: Impact domain

propositions, Government Information Quarterly,

29(4): 462-469.

Bai, J., Wu, L. (2020) Visualization in health

communication novel coronavirus pneumonia as an

example, News and writing, (04): 31-36.

Chen, X. (2021) Loss and correction: Analysis on the

creative misunderstanding of short videos of health

science popularization, Contemporary television, (03):

86-89.

Chen, H.X., Wang, L. (2021) Analysis on the suitability

framework of intelligent care for the disabled elderly:

Based on the technology acceptance model, Health

economic research, 38 (11):40-42.

He, T., Huang, C.Q., Ming, L., Zhou, Y.Q., Li, S.H. (2020)

Social participation of the elderly in China: The roles

of conventional media, digital access and social media

engagement, Telematics and Informatics, 48(3).

Hu, B.J. (2012) Innovation of health communication

concept and Paradigm Transformation: on the dilemma

and solution of public communication in the new media

era, International Press, 34 (06): 6-10.

Li H M, Zheng D W. (2020) Research on the operation

strategy of WeChat official account of "Syringa

doctor", Media, (17): 57-59.

Li, H. (2021) A Study on the Phenomenon of Health Rumor

Dissemination among Retirees -- A Case Study of

Chunfeng Community, Niujie, Xicheng District,

Beijing. DOI: 10.27667/d.cnki.gzymu.2021.000086

Shuna, S.K., Hwajin, Y. (2020) Social media use improves

executive functions in middle-aged and older adults: A

structural equation modeling analysis. Computers in

Human Behavior, 111

Zhang, K.X. (2021) Research on Factors Influencing

Forwarding Behavior of Tiktok Healthy Short Video

Users. DOI: 10.27110/d.cnki.ghsfu.2021.000452

ICEMME 2022 - The International Conference on Economic Management and Model Engineering

662