ArticleBMC health services research2025
Understanding healthcare professionals' participation in social media health knowledge popularization: insights from the UTAUT model and perceived risk theory.
Article in BMC health services research, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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Who cites it
2 citing papers in PubMed.
- The relationship between uploader identity and the quality and reliability of depression-related Chinese short videos on TikTok and Bilibili.Frontiers in digital health · 2026Article
- Determinants of off-label drug acceptance in pregnancy: insights from an extended UTAUT model.Frontiers in pharmacology · 2026Article
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Authors and funding
6 authors.
Funding
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Abstract
backgroundSocial media has become a significant platform for health knowledge popularization worldwide, especially during public health crises. However, the factors influencing healthcare professionals’ intention to engage in health knowledge popularization on social media, particularly in China, remain underexplored due to the unique socio-medical environment.
objectiveThis study examines determinants of Chinese healthcare professionals’ social media-based health knowledge popularization participation, evaluating the applicability of the Unified Theory of Acceptance and Use of Technology (UTAUT) and Perceived Risk Theory.
methodsWe developed a survey integrating UTAUT constructs (performance expectancy, effort expectancy, social influence, facilitating conditions) with perceived risk. Data from 762 professionals across four Shanghai tertiary hospitals were analyzed using structural equation modeling.
resultsSocial influence (β = 0.299, p < 0.001), performance expectancy (β = 0.221, p < 0.001), and effort expectancy (β = 0.312, p < 0.001) significantly positively predicted participation intention. Facilitating conditions directly affected actual behavior (β = 0.079, p < 0.05), while perceived risk showed no significant association with intention (β=-0.019, p = 0.581).
conclusionsInstitutional support emerges as crucial in mediating healthcare professionals’ social media engagement, with social influence and anticipated effectiveness being primary motivators. The non-significant role of perceived risk may reflect China’s performance evaluation systems and policy safeguards mitigating professional concerns. Practical implications suggest that enhancing organizational support through resource allocation and workload adjustments could effectively promote online health knowledge popularization participation. CLINICAL TRAIL NUMBER: Not applicable.
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