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To reveal the multiple configuration patterns influencing users’ adoption toward health rumor-refuting videos, and to provide theoretical guidance for the effective dissemination of such content. Based on the Elaboration Likelihood Model, this study extracted 11 ante-dependent variables from three levels: content quality characteristics, dissemination subject characteristics and public characteristics. And by using the fsQCA to analyze the data of health rumor-refuting videos on Bilibili, the complex causal mechanisms of characteristics influencing users’ adoption for such videos are identified. The analysis reveals three primary configurations of antecedent factors that contribute to high adoption: (1) High-Quality Viral Original Videos; (2) Highly Interactive Original Videos with Consistent Bullet Comment Sentiment; and (3) Hot-Topic Health Rumor-Refuting Videos. The findings offer valuable theoretical insights into enhancing users’ willingness to adopt information in health rumor-refuting videos and provide practical strategies for optimizing the production and dissemination of such content.

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Research on the Configuration Causes of Users’ Intention to Adopt Information in Health Rumor-Refuting Videos

  • 会议论文

  • 发表日期：

    2025年

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  • Zewei Fang,
  • Chuane Huang,
  • Pei Pan,
  • Jiani Wu,
  • Yanming Chen,
  • Qiuqi Xie,
  • Qiping Liu

摘要

To reveal the multiple configuration patterns influencing users’ adoption toward health rumor-refuting videos, and to provide theoretical guidance for the effective dissemination of such content. Based on the Elaboration Likelihood Model, this study extracted 11 ante-dependent variables from three levels: content quality characteristics, dissemination subject characteristics and public characteristics. And by using the fsQCA to analyze the data of health rumor-refuting videos on Bilibili, the complex causal mechanisms of characteristics influencing users’ adoption for such videos are identified. The analysis reveals three primary configurations of antecedent factors that contribute to high adoption: (1) High-Quality Viral Original Videos; (2) Highly Interactive Original Videos with Consistent Bullet Comment Sentiment; and (3) Hot-Topic Health Rumor-Refuting Videos. The findings offer valuable theoretical insights into enhancing users’ willingness to adopt information in health rumor-refuting videos and provide practical strategies for optimizing the production and dissemination of such content.