期刊：
Social Sciences,2024年13(6):319- ISSN：2076-0760
通讯作者：
Jiaqi Wang
作者机构：
[Donghwa Chung] School of Journalism and Communication, Central China Normal University, Wuhan 430079, China;Author to whom correspondence should be addressed.;[Yanfang Meng] School of Journalism and Communication, Beijing Institute of Graphic Communication, Beijing 102699, China;[Jiaqi Wang] School of Journalism and Communication, Central China Normal University, Wuhan 430079, China<&wdkj&>Author to whom correspondence should be addressed.
通讯机构：
[Jiaqi Wang] S;School of Journalism and Communication, Central China Normal University, Wuhan 430079, China<&wdkj&>Author to whom correspondence should be addressed.
关键词：
virtual health influencer;parasocial relationship;unrealistic optimism;liver cancer prevention
摘要：
The emergence of virtual influencers and AI doctors has significantly increased the attention of Chinese users, especially their health awareness and cancer health literacy. In our current study, guided by parasocial relationship theory, we examined the psychological antecedents that influence Chinese young adults’ willingness to engage in liver cancer prevention. Specifically, we aimed to examine the mediated mechanism of reduced unrealistic optimism within this relationship. A total of 252 respondents participated in this study, and the valid data were analyzed using hierarchical regression and mediation analysis to test our hypotheses. The results demonstrated three positive correlations between psychological factors (including perceived severity, parasocial relationship, and response efficacy) and Chinese young adults’ willingness to engage in liver cancer prevention. Furthermore, we found that reduced unrealistic optimism mediated these relationships. These findings provide valuable practical insights for Chinese health departments and experts to develop effective health campaign strategies that utilize multiple media platforms for optimal promotion.
关键词：
conscientiousness;reduced alcohol consumption;short-form video exposure;short-form video involvement;survey;theory of optimistic bias
摘要：
<jats:sec><jats:title>Introduction</jats:title><jats:p>Through previous studies, Chinese college students are known to be prone to alcohol consumption, which can lead to health-risk behaviors such as high blood pressure, heart disease, stroke, liver disease, and digestive problems. However, little is known about how popular social media platforms (e.g., short-form video applications) can positively impact their willingness to reduce alcohol consumption. This study was guided by the theory of optimistic bias; we investigated the direct, mediated, and moderating effects of exposure to anti-alcohol consumption short-form videos and short-form video involvement on Chinese college students’ willingness to reduce their alcohol consumption.</jats:p></jats:sec><jats:sec><jats:title>Methods</jats:title><jats:p>The current study has an empirical cross-sectional design and employed an online survey from September 1st, 2022, to November 1st, 2022. The survey specifically targeted Chinese college students, who are the most common users of short-form video applications. The accumulated data underwent rigorous examination, including hierarchical regression, mediation, and moderation analyses, all conducted using the PROCESS macro 4.0 within SPSS version 22.</jats:p></jats:sec><jats:sec><jats:title>Results</jats:title><jats:p>A total of 434 participants, aged 18–24 years, were included in this study. There were mediating effects regarding Chinese college students’ exposure to anti-alcohol consumption short-form videos (β = 0.35, <jats:italic>p</jats:italic> &lt; 0.01, 95% CI [0.17, 0.63]) and short-form video involvement (β = 0.44, <jats:italic>p</jats:italic> &lt; 0.001, 95% CI [0.20, 0.65]) on their willingness to reduce alcohol consumption via reversed optimistic bias. Moreover, perceived prevention of heavy drinking control (β = 0.05, <jats:italic>p</jats:italic> &lt; 0.001, 95% CI [0.01, 0.09]) played mediating roles in the relationship between exposure to anti-alcohol consumption short-form videos and willingness to reduce alcohol consumption.</jats:p></jats:sec><jats:sec><jats:title>Conclusion</jats:title><jats:p>This study is one of the earliest studies to examine the intricate effects of exposure to anti-alcohol consumption short-form videos and short-form video involvement on the willingness to reduce alcohol consumption among Chinese college students. In addition, this study confirms that regardless of whether Chinese college students are conscientious, exposure to anti-alcohol consumption short-form videos did not increase their level of reversed optimistic bias. The empirical findings of this study are critical and can provide practical insights for Chinese health departments that encourage Chinese college students to minimize alcohol consumption.</jats:p></jats:sec>
