Demand and satisfaction analysis of short health videos among Chinese urban youth: A mixed-methods study based on the KANO model

Abstract

Short videos have become a powerful medium in health communication. This study explores the information needs and satisfaction of Chinese urban youth regarding short health videos, guided by the KANO model. The research was conducted in four stages: text mining, online survey, demand analysis, and emotional strategy analysis. During the text mining stage, we used GooSeeker software to extract 26,108 health-tagged short video entries from Douyin and identified 21 unique themes through a collinear network analysis. In the online survey stage, we gathered data on urban youth’s preferences for these themes. Using the KANO model and Better-Worse analysis in the demand analysis stage, we categorized health video demands and gained insights into the preferred content. In the emotional strategy analysis stage, we examined how different emotional strategies like appeals to fear and hope influenced content effectiveness. Findings show that content related to health science, tea drinking, popular news, and food safety significantly enhances satisfaction. Conversely, information on refuting rumors, epidemic prevention, and control, as well as authoritative views, tends to lower satisfaction, possibly due to a trust crisis caused by a mismatch between demand and supply. This study suggests that content creators can boost engagement and satisfaction by focusing on preferred themes. It also highlights the varying impacts of information sources and emotional strategies on the health video preferences of Chinese urban youth. The insights from this research provide a foundation for user-centric content creation and platform development in health communication.