An Empirical Study on User Portrait of Health Information Evasion Behavior in Mobile Social Media

Mao Taitian; Ma Jiawei; Wu Xin; Zhao Qiyu

doi:10.13266/j.issn.0252-3116.2023.10.012

Library and Information Service >

2023 , Vol. 67 >Issue 10: 116 - 127

DOI: https://doi.org/10.13266/j.issn.0252-3116.2023.10.012

INFORMATION RESEARCH

An Empirical Study on User Portrait of Health Information Evasion Behavior in Mobile Social Media

Mao Taitian ,
Ma Jiawei ,
Wu Xin ,
Zhao Qiyu

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School of Pubic Management, Xiangtan University, Xiangtan 411105

Received date: 2022-12-02

Revised date: 2023-02-06

Online published: 2023-06-01

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Abstract

[Purpose/Significance] Explore the influencing factors and performance differences of different mobile social media users’ health information avoidance under the new media environment, extract the tag elements and conduct user portrait analysis in combination with the FBM theoretical model, so as to provide theoretical and practical guidance for health service institutions to deeply understand the characteristics of user groups and accurately grasp the types of users. [Method/Process] Collect sample data based on semi-structured interviews, extract factor labels through grounded theory, take students, company employees and farmers as the survey objects, and use K-means clustering algorithm to cluster mobile social media health information to avoid users. [Result/Conclusion] The research shows that mobile social media health information evading users can be divided into four user portrait group structures, namely, using evasive, absorbing evasive, exposing evasive and shielding evasive, and the significant trigger factors and evasive performance of different user groups are different.

Key words： mobile social media; health information avoidance; user portrait; user tag

Cite this article

Mao Taitian , Ma Jiawei , Wu Xin , Zhao Qiyu . An Empirical Study on User Portrait of Health Information Evasion Behavior in Mobile Social Media[J]. Library and Information Service, 2023 , 67(10) : 116 -127 . DOI: 10.13266/j.issn.0252-3116.2023.10.012

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