Unlocking impulsive travel decisions through short video platforms: The empirical study from Generation Z

The development of short popular science video platforms helps people obtain health information, but no research has evaluated the information characteristics and quality of short videos related to cervical cancer. The purpose of this study was to evaluate the quality and reliability of short cervical cancer-related videos on TikTok and Kwai. The Chinese keyword "cervical cancer" was used to search for related videos on TikTok and Kwai, and a total of 163 videos were ultimately included. The overall quality of these videos was evaluated by the Global Quality Score (GQS) and the modified DISCERN tool. A total of 163 videos were included in this study, TikTok and Kwai contributed 82 and 81 videos, respectively. Overall, these videos received much attention; the median number of likes received was 1360 (403-6867), the median number of comments was 147 (40-601), and the median number of collections was 282 (71-1296). In terms of video content, the etiology of cervical cancer was the most frequently discussed topic. Short videos posted on TikTok received more attention than did those posted on Kwai, and the GQS and DISCERN score of videos posted on TikTok were significantly better than those of videos posted on Kwai. In addition, the videos posted by specialists were of the highest quality, with a GQS and DISCERN score of 3 (2-3) and 2 (2-3), respectively. Correlation analysis showed that GQS was significantly correlated with the modified DISCERN scores (p<0.001). In conclusion, the quality and reliability of cervical cancer-related health information provided by short videos were unsatisfactory, and the quality of the videos posted on TikTok was better than that of videos posted on Kwai. Compared with those posted by individual users, short videos posted by specialists provided higher-quality health information.

BackgroundLumbar disc herniation is a common chronic condition among working people. In China, the number of popular scientific videos on health and disease knowledge is increasing on short video platforms, but there is still a lack of sufficient research to evaluate the quality of these short videos. The main objective of this study was to evaluate the quality, reliability, and content completeness of lumbar disc herniation related videos posted on four major short video platforms in China.MethodsThe keyword “lumbar disc herniation” was entered into four major Chinese short video platforms; videos were sorted by the number of likes, and the top 100 were collected. After sifting through the collected videos, their quality was assessed using the Global Quality Score (GQS), DISCERN tool, and content completeness score.ResultsA total of 400 videos were collected from four short video platforms, Douyin, Bilibili, Kuaishou, and Xiaohongshu, leaving 384 videos after screening. The largest group of uploaders was orthopedic surgeons (24.2%), while the smallest was organizations (2.6%). For short video content, the most frequently mentioned content was treatment (83.9%), followed by diagnosis (14.8%). The average number of likes for each video was 25,998. The mean GQS score, DISCERN score and content completeness score of these videos were 2 ± 0.85, 1.71 ± 0.76, and 1.38 ± 0.76. There was little difference in content completeness among the platforms, but Douyin had higher video quality scores.ConclusionsIn summary, the overall quality scores of lumbar disc herniation-related short videos were not high. Short video quality on Douyin was higher than that of other platforms. The quality of videos posted by orthopedic surgeons was better than that posted by other groups. Short videos with a high number of likes tend to have higher GQS and DISCERN scores.

BackgroundThe complete cell count (CBC) is a fundamental diagnostic tool in clinical practice and is essential for screening and managing diseases such as anemia, infections, and malignant blood disorders. In China, a rapidly aging population and a growing burden of chronic diseases have increased the demand for accessible health knowledge resources. Short videos have now become a popular channel for medical information dissemination. Therefore, this study aimed to assess the overall quality and credibility of videos about CBC in China.ObjectiveThe aim of this study was to assess the information quality of CBC-related videos on short video sharing platforms in China.MethodsWe searched for short videos that popularize the main knowledge of CBC posted on three short video platforms in China that are currently accessed with a large amount of information: Douyin, Bilibili, and Rednote. A total of 242 relevant videos were retrieved, and we collected, processed, and analyzed the authors and basic information of all videos. The quality and reliability of their contents were assessed by using the Global Quality Score scale, the Modified DISCERN Medical Video Quality Evaluation Tool. Subsequently, short video platforms as well as video publishers were analyzed and compared descriptively as a whole. Potential correlations between general video information and video quality and reliability were analyzed by Spearman's correlation coefficient.ResultsThe quality of online videos provided by short video platforms showed a moderate level of quality (just 49.5% met the high-quality level criterion), and the completeness of their content, as well as their reliability was average (only 28.9% of videos met the reliability criterion). Further results on group comparisons showed that videos from healthcare professionals were better than those from non-healthcare professionals in terms of content comprehensiveness, reliability, and quality. Additionally, we observed a positive correlation between the production length of the video and video quality; however, there was no significant correlation between video likes and comments, etc., and video quality.ConclusionThe results of this study suggest that the overall quality and reliability of short videos about CBC-related content in current short video platforms are still significantly deficient. It is recommended that viewers should treat this content with caution. Among them, videos posted from medical personnel are more instructive. Nevertheless, video-based popularization of medical knowledge still holds promise. The overall quality and reliability of medical information shared on short video platforms can be improved by implementing appropriate strategies.

PurposeShort video platforms have gained widespread usage as a new medium for health communication. To clarify the factors contributing to users’ health information adoption and continuous usage intention of the channel, we developed a research model based on media richness theory (MRT) and information system continuance theory (ISCT), which includes four dimensions of media features, two aspects of user perception, users’ health information adoption and continuous usage intention.Design/methodology/approachWe conducted an online survey and collected data from 335 health short video users. The data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method and fuzzy-set qualitative comparative analysis (fsQCA) method.Findings(1) Perceived usefulness is influenced by health content expressiveness, personalized health insights and comprehensive health narratives of the short video system. Perceived credibility is impacted by health system responsiveness, personalized health insights and comprehensive health narratives. (2) FsQCA provides additional insights by identifying three distinct configurations of media features that enhance perceived usefulness and perceived credibility. (3) Perceived usefulness and perceived credibility significantly predict users’ health information adoption behavior and continuous usage intention. (4) Users’ health information adoption behavior further promotes continuous usage intention.Originality/valueOur research extends the existing model by integrating MRT into the context of short video platforms and health communication. The findings hold significant practical implications by highlighting the importance of incorporating diverse and engaging content on short video platforms.

Keep scrolling: An investigation of short video users’ continuous watching behavior

The purpose of this study is to expand the stimulus‒organism‒response model to explore the impact of short video users’ persona perception on their purchase intention on short video platforms in the context of Chinese short video marketing. The model is empirically tested using structural equation modeling and survey data collected from 350 short video users. The results show that 10 of the 11 hypotheses in the research model are supported and have reliable prediction accuracy. Short video users’ persona perception of each dimension has a significant positive impact on shared value creation. This study thus constructs mediating and moderating variables by exploring the internal correlation and intermediate mechanism between short video users’ persona perception and purchase intention. First, shared value creation plays a mediating role between persona perception and purchase intention on short video platforms. Second, two individual-level moderating variables play a moderating role between shared value creation and purchase intention across short video platforms: Regulatory focus and social presence. This research therefore provides useful implications and guidance for brands and merchants seeking targeted and efficient precision marketing on short video platforms. It also enriches the theoretical research on consumer behavior on short video platforms.

BackgroundEarly clinical screening and prevention can reduce the incidence and severity of early childhood caries (ECC). With the development of social media, TikTok and Douyin were used as important tools for ECC popularization and early screening. The purpose of this study was to evaluate the educational impact from the integrity, accuracy and quality of ECC-related short videos on TikTok and Douyin.MethodsWe searched for short videos related to ECC on the mobile application TikTok and Douyin on April 15, 2024. The search keywords were as follows: “Early childhood caries” on TikTok in both English and Japanese, and Chinese search on Douyin. The first 100 short videos were selected as samples for each group. we applied an instrument called DISCERN, which consisted of 3 sections and a total of 16 questions to evaluate the quality of each short video, and used a checklist to rate the content of videos. The accuracy of the content was evaluated based on the Children's Caries Risk Assessment and Management Guidelines.ResultsA total of 115 short videos were assessed for the useful information quality of ECC, including 78 Chinese, 26 English, and 11 Japanese. The score for the content quality of short videos showed that each of the three groups assigned the highest scores to the sections on symptoms and treatment, with Chinese short videos achieving the top ratings. The DISCERN scores for useful short videos in each group were 33.10 ± 3.49 in Chinese, 29.54 ± 2.37 in English, and 28.27 ± 2.61 in Japanese, respectively. Compared with English and Japanese videos, Chinese videos had the highest DISCERN score with significant differences (p < 0.05). Meanwhile, in Chinese short videos, healthcare professionals or organizations uploaded videos with higher DISCERN scores, which were more comprehensive and extensive than those uploaded by private users.ConclusionsIt is necessary for more healthcare professionals and institutions to join in to improve the quality of content on short video platforms and solve more health problems for patients through short videos.

For high-quality colonoscopies, adequate bowel preparation is a prerequisite, closely associated with the diagnostic accuracy and therapeutic safety of colonoscopy. Although popular-science short videos can help people quickly access health information, the overall quality of such short videos as a source of health information regarding bowel preparation before colonoscopy is unclear. Therefore, we intend to conduct a cross-sectional study to investigate the quality of bowel preparation information before colonoscopy through short videos taken on TikTok and Bilibili. The Chinese phrases "colonoscopy" and "bowel preparation" were used as keywords to search for and screen the top 100 videos in the comprehensive rankings on TikTok and Bilibili. The Global Quality Score (GQS) and the modified DISCERN score were used to assess the quality of the information provided in these short videos. A total of 186 short videos were included in this study; 56.5% of them were posted by health professionals, whereas 43.5% of them were posted by nonhealth professionals. The overall quality of these videos was unsatisfactory, with a median DISCERN score of 3 (2-4) and a median GQS of 3 (3-4). The radar maps showed that videos posted by gastroenterologists had higher completeness scores regarding outcomes, management, and risk factors, while nongastroenterologists had higher completeness scores concerning adverse effects, symptoms, and definitions of bowel preparation. Additionally, the median DISCERN score and GQS of the videos posted by gastroenterologists were 3 (3-4) and 3 (3-4), respectively, whereas the quality of the videos posted by patients was the worst, with a median DISCERN score of 2 (1-2) and a median GQS of 2 (1.25-3). In conclusion, the overall quality of health information-related videos on bowel preparation before colonoscopy posted on specified short video platforms was not satisfactory. Gastroenterologists provide more information on the outcomes, management, and risk factors for bowel preparation before colonoscopy, while nongastroenterologists focus on adverse effects, symptoms, and definitions of bowel preparation.

In recent years, short videos have shown significant promise in spreading health-related content. Yet, to the best of our knowledge, there has been no research that has evaluated the content and quality of atherosclerosis-related videos on short-video platforms. The goal of this research was to evaluate the content and quality of atherosclerosis-related videos on short-video platforms. We searched 4 platforms using predefined keywords (atherosclerosis, atherosclerotic disease, arteriosclerosis, arterial occlusion or vascular occlusion). We collected the top 50 videos per term on each platform. Data were collected on TikTok, Kwai, Rednote, and Bilibili from December 31, 2024 to January 8, 2025. Two independent researchers evaluated the content and quality of these videos by measures of Journal of the American Medical Association score, Global Quality Scale, modified DISCERN, and Patient Education Materials Assessment Tool (PEMAT). The data analysis was performed using SPSS and GraphPad Prism. Descriptive statistics were produced, and comparisons were made between different groups. The relationship between quantitative variables was examined using Spearman correlation analysis. A total of 764 suitable videos were selected for in-depth analysis, with the majority focusing on disease-related information (n = 670, 87.7%). The primary contributors were medical professionals (n = 546, 75.1%). The videos attained a mean Journal of the American Medical Association score of 1.8 (standard deviation [SD] 0.6), a Global Quality Scale rating of 3.1 (SD 0.8), and an modified DISCERN score of 2.7 (SD 0.6). They also had a PEMAT-Understandability score of 84.2% (SD 11.6%) and a PEMAT-Actionability percentage of 70% (SD 39.6%). The content shared by medical professionals and the videos that included information about illnesses were typically of superior quality and attracted significantly more engagement. Content related to treatment received more likes, comments, saves, and shares than other topics (P < .01). A significant positive relationship was found between the number of likes, comments, saves, and shares. Furthermore, the duration of the videos, the time elapsed since they were uploaded, and the follower count were all positively linked to both the popularity and perceived quality of the videos (P < .001). While short-video platforms host substantial content, the overall quality is suboptimal and requires systematic improvement and professional oversight.

Short videos of rural culture have become a hot topic in China under the new media environment. Rural culture has also been reconstructed by short video creators and viewers because of the popularity of rural short videos. Classmate Zhang is one of the more typical examples. As a short video platform, the formation of the phenomenon that triggers a lot of attention to the dissemination of rural culture - Classmate Zhang, in the video influences peoples attitude towards rural culture through the extensive use of many types of symbols. Among them, the rural symbols play their value and realize rural culture dissemination by carrying as well as spreading cultural connotations and triggering emotional resonance among viewers. This study centers on the use of rural symbols in short rural videos, the way they have used the meanings they are constructed, and how symbols can be better utilized to achieve rural cultural communication.

In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies. AcknowledgmentThe authors express a sincere gratitude to all the participants who generously took part in this research study.

With the proliferation of personalized recommendation systems (PRS) such as Facebook, Amazon, and TikTok, the academic community has increasingly focused on AI-based recommendation systems. However, there remains a dearth of research that elucidates the adverse effects of AI-based recommendation algorithms and the underlying mechanisms through which these effects influence psychological and behavioral responses, particularly in terms of purchasing behavior. Drawing upon the Stressor-Strain-Outcome (SSO) model, this study aims to scrutinize the purported features of “greediness” and “bias” inherent in such algorithms, thereby investigating their impact on users’ negative psychological and behavioral responses. This investigation collected 473 online responses and used the partial least squares structural equation model (PLS-SEM) to empirically analyze the research model. The findings suggest that greedy and biased recommendation algorithms engender information narrowing, redundancy, overload, technological intrusiveness, and concerns about information disclosure. These stressors are associated with negative psychological and behavioral responses among users, which ultimately influence purchasing resistance behaviors on short video platforms. Consequently, the findings of this study contribute to a deeper understanding of the adverse implications of AI recommendation algorithms and provide valuable information for companies that offer short-form video applications.

Given the popularity of mobile-based short video apps in recent years, this study aims to examine factors influencing users’ intention to seek travel information on short video platforms. Informed by affordance theory and the technology acceptance model, this study proposes a research model that links various technological affordances to travel information-seeking intention on short video platforms. A cross-sectional survey was conducted in China with 640 respondents recruited from an online panel managed by a survey company to test the proposed model. Results show that four types of technological affordances (i.e. searching, recommendation, meta-voicing and livestreaming) on short video platforms are positively related to users’ diverse perceptions in seeking travel information. Perceived enjoyment promotes users’ perceived ease of use when using short video platforms and significantly enhances potential tourists’ travel information-seeking intention. Finally, perceived usefulness and ease of use also have a positive effect on travel information-seeking intention. This study provides theoretical and practical insights into increasing users’ intention to use short video platforms as travel information source, thereby making rational travel decisions.

Ankle sprains commonly occur in various indoor and outdoor sports, and if not handled properly, they can lead to more serious complications and worsen the injury. With the popularity of the internet, short videos have become an important way for people to obtain ankle-related knowledge. However, there is a lack of relevant research to evaluate the quality of these educational videos about ankle sprain.On the Douyin and Bilibili platforms, enter the keyword “ankle sprain” and collect data based on the number of likes and views after sorting.First, summarize the characteristics of the video and give an overall rating. Next, conduct a correlation analysis of video features, completeness, GQS, and DISCERN ratings. Finally, group the videos based on different short video platforms and uploader identities, and compare the quality of videos from different groups.Evaluate the completeness, quality and reliability of these educational videos, and perform statistical analysis on the data.This study analyzed 168 educational short videos related to ankle sprains from two platforms, Douyin and Bilibili. Overall, these videos had low scores in terms of completeness, quality, and reliability. Correlation analysis between video features and ratings revealed that there was not a strong relationship between them. When divided into two groups based on different platforms, the videos on Douyin had higher scores. Further analysis was conducted by dividing the uploaders into five groups, and it was found that videos uploaded by healthcare professionals (orthopedic and non-orthopedic physicians) had higher scores.The overall quality of short videos related to ankle sprains needs improvement. Short videos from Douyin uploaded by medical professionals(orthopedic and non-orthopedic physicians) deserve more attention from people.

In recent years, with the rapid expansion of the integrated media and the wide-scale popularization of the mobile network, the short video technology and its applications have been hogging the limelight. To keep pace with the development of online news tendencies, the mainstream media has started entering into many short video platforms. To a certain extent, the mainstream media short video news is an important product of the internet and the digital media era. The short video has today become an emerging communication mode shared in real-time on the social platforms, which could integrate text, dubbing, video, and other elements to achieve the purpose of information transmission, while meeting the perception needs of the users through more intuitive and three-dimensional communication. Short videos cater to the fragmented reading habits of the public within a short time to achieve comprehensive transmission of communication content under the premise of excellence. This paper endeavors to analyze the characteristics of short video news in the era of rapid development of the new media by considering the short video news released by the official Tik Tok account of Xinhua News Agency as an example. The language of short video news is different from that of the traditional mainstream media news, whereas, the influence of the combination of official media news and the current hot short video transmission has been discussed. The transmission power of official media news could be optimized and improved through the use of short news videos.