Abstract
This paper aims to maximize the attention of different users to avoid health information and reduce its negative impact, so as to maintain the balance and stability of the mobile short video health information ecosystem. Based on the S-O-R theory and the theory of information ecology, this paper constructs a model of the influencing factors of health information avoidance behavior of mobile short video users, puts forward a research hypothesis, and analyzes it by combining the structural equation model method. The results show that mobile short video users' health information avoidance behavior involves the interweaving of multiple factors. The emotional and cognitive factors of users play a mediating role in the influence of information elements, environmental factors and technical factors on health information avoidance. There are differences in the impact of external stimuli on the internal state of users with different levels of demand for health information.
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