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Understanding Healthcare Knowledge Diffusion in WeChat

机译：了解微信中的医疗知识传播

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Social media such as We Chat provide new ways of communicating healthcare information and knowledge.Many healthcare institutions leverage We Chat public platform to disseminate healthcare knowledge in the hope of attracting public attention.It is critical for them to build a comprehensive understanding of the factors affecting WeChat users' willingness to diffuse healthcare knowledge, an issue that has seldom been studied in the literature.This research aims to address this gap.Drawing on prior research on word-of-mouth, we develop a research model by integrating six factors regarding three key elements of healthcare knowledge communications: content (interestingness, usefulness, emotionality and positivity), source (source credibility) and channel (institution-based trust).The research model will be tested through a scenario-based online survey.This research is expected to contribute by (1) integrating factors that determine healthcare knowledge diffusion including the factors about content, source and channel, especially including institution-based trust as an important determinant, (2) examining the diffusion of healthcare knowledge and taking WeChat as the research context, and (3) using survey with subjective measurements to test a more comprehensive model.Potential practical implications are offered for healthcare organizations and practitioners.
机译：诸如We Chat之类的社交媒体提供了交流医疗信息和知识的新方法。许多医疗机构都利用We Chat公共平台来传播医疗知识，以期引起公众的关注，这对于他们全面了解影响影响因素至关重要微信用户是否愿意传播保健知识，这是文献中很少研究的问题。本研究旨在解决这一差距。在对口口相传的先前研究的基础上，我们通过综合六个方面的三个因素建立了一个研究模型医疗保健知识交流的关键要素是：内容（兴趣，有用性，情感和积极性），来源（来源可信度）和渠道（基于机构的信任），该研究模型将通过基于情景的在线调查进行测试。通过（1）整合决定医疗保健知识传播的因素（包括有关c的因素）做出贡献意图，来源和渠道，特别是包括基于机构的信任作为重要决定因素;（2）检查医疗保健知识的传播并以微信为研究背景;（3）使用带有主观测量的调查来测试更全面的模型。为医疗保健组织和从业人员提供了潜在的实际影响。

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