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Exposure to Healthy Weight Information on Short-Form Video Applications to Acquire Healthy Weight-Control Behaviors: A Serial Mediation Model

Author

Listed:
  • Donghwa Chung

    (School of Journalism and Communication, Shanghai University, Shanghai 200444, China)

  • Yanfang Meng

    (Network and New Media, Beijing Institute of Graphic Communication, Beijing 102627, China)

Abstract

This study explored the effects of Chinese college students’ (20–34 years old) exposure to healthy weight information on short-form video applications on their intention to acquire healthy weight-control behaviors (reducing high-fat diet intake, accessing physical activity to control body weight, etc.). Specifically, this study investigated the direct and mediated effect on such a relationship via healthy weight awareness, the first-person effect, and perceived herd. The data were collected using a web-based survey and thoroughly tested questionnaire with a sample of 380 Chinese college students. Hierarchical regression, parallel mediation, and serial mediation analysis were applied to test the hypotheses. The results indicated that healthy weight awareness, first-person effect, and perceived herd all played mediator roles that induced the relationship between Chinese college students’ exposure to healthy weight information and their intention to acquire healthy weight-control behaviors. In addition, healthy weight awareness and the first-person effect sequentially mediated this relationship.

Suggested Citation

  • Donghwa Chung & Yanfang Meng, 2023. "Exposure to Healthy Weight Information on Short-Form Video Applications to Acquire Healthy Weight-Control Behaviors: A Serial Mediation Model," IJERPH, MDPI, vol. 20(6), pages 1-14, March.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:6:p:4975-:d:1094718
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    References listed on IDEAS

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    1. Jie Zhang & Terry Daugherty, 2010. "Third-person effect comparison between US and Chinese social networking website users: implications for online marketing and word-of-mouth communication," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 3(3), pages 293-315.
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