Table 1.
The attributes and levels of health science popularization short videos.
| Attributes | Levels |
|---|---|
| Account subject | Authoritative media; hospital; |
| personal self-media (medical staff); | |
| personal self-media (non-medical staff); | |
| for-profit media (DXY, etc.) | |
| Form | Personal commentary; graphic explanation; video clips; others (animations, etc.) |
| Free or not | Free of charge;1 CNY; 2 CNY; 3 CNY |
| Length of time/s | 30; 60; 90; 120 |
| Content demand degree | Not needed; generally needed; very much needed |
| Platform certification | Yes; no |
| Commercial advertising | Yes; no |
| Easy to understand | Yes; no |
| Funny | Yes; no |
| Cause the viewer’s fear or dread | Yes; no |
| Video tipsa | One-side; two-side |
a
One-sided cues and two-sided cues were used to separate the video tips.
One-sided cues: Cueing only one’s own viewpoint or favorable material to the viewers; Two-sided cues: cueing both one’s own viewpoint or favorable material and the opposing viewpoint or unfavorable material.