信息资源管理学报2026，Vol.16Issue(2)：69-81,13.DOI:10.13365/j.jirm.2026.02.069
医生健康科普短视频传播效果的影响因素研究
Factors Influencing the Communication Effect of Doctor-Produced Popular Health Science Short Videos
摘要
Abstract
Focusing on doctors as the core communicators,this study develops a theoretical model based on theo-ries of social presence,cognitive load,and media richness to investigate how multimodal features influence the dissem-ination effectiveness of health science short videos.Using a dataset of 2,683 health science short videos published by doctors on Douyin,we conducted regression analysis and robustness tests,integrating methods such as audio analysis,text mining,and image recognition.The study examines how video content formats and doctors'self-presentation characteristics affect dissemination effectiveness through mediating factors,including cue multiplicity,interactivity,au-thenticity,and emotional resonance.Results indicate that the inclusion of case analyses,evidence-based support,and highly cohesive language significantly enhances dissemination effectiveness.In contrast,explicitly prompting user in-teractions such as comments or likes,as well as emphasizing the doctor's professional identity or clinical setting,sig-nificantly reduces it.From the perspective of doctors'professionalism,this study clarifies the multimodal influencing mechanisms underlying the dissemination effectiveness of doctor-led health science short videos.It also enriches re-search perspectives on science communication via short videos,and offers practical insights for professional institutions and individuals engaged in health science popularization.关键词
医生健康科普/科普短视频/社会临场感/认知负荷/传播效果/多模态特征Key words
Health science popularization by doctors/Short science videos/Social presence/Cognitive load/Com-munication effect/Multimodal features分类
社会科学引用本文复制引用
雍雨豪,李新月,赵梦圆,应峻..医生健康科普短视频传播效果的影响因素研究[J].信息资源管理学报,2026,16(2):69-81,13.基金项目
本文系国家社会科学基金一般项目"价值共创视角下公众参与健康科普的信息行为及效果提升研究"(24BTQ028)的研究成果之一.(This study is an outcome of the National Social Science Fund of China General Program"Value Co-creation Perspective on Public Participation in Health Science Communication:Information Behavior and Effectiveness Enhancement"(24BTQ028).) （24BTQ028）
