. 2023 Aug 4;11:1160629. doi: 10.3389/fpubh.2023.1160629

Table 4.

CLOGIT results of participants’ preferences for health short videos.

Attributes and levels	Coefficient	p	OR	95%CI
Account subject
Authoritative media^a
Hospital	0.176	<0.001	1.192	1.116–1.274
Personal self-media (medical staff)	−0.044	0.194	0.957	0.895–1.023
Personal self-media (non-medical staff)	−0.591	<0.001	0.554	0.515–0.595
For-profit media (DXY, etc.)	−0.528	<0.001	0.590	0.550–0.633
Form
Personal commentary^a
Video clips	−0.041	0.172	0.960	0.906–1.018
Others (animations, etc.)	0.019	0.519	1.019	0.962–1.081
Graphic explanation	0.061	0.041	1.062	1.003–1.126
Free or not
3 CNY^a
1 CNY	0.042	0.157	1.043	0.984–1.106
2 CNY	−0.014	0.640	0.986	0.930–1.046
Free of charge	1.233	<0.001	3.433	3.243–3.633
Length of time/seconds
30^a
60	−0.031	0.298	0.970	0.915–1.027
90	0.032	0.277	1.033	0.975–1.094
120	−0.057	0.056	0.945	0.892–1.001
Content demand degree
Not needed^a
Generally needed	0.075	0.002	1.078	1.029–1.129
Very much needed	0.225	<0.001	1.253	1.197–1.311
Platform certification
No^a
Yes	0.040	0.008	1.041	1.011–1.073
Commercial advertisements
Yes^a
No	0.047	0.002	1.048	1.018–1.080
Easy to understand
No^a
Yes	0.069	<0.001	1.071	1.040–1.104
Funny
Yes^a
No	0.017	0.256	1.018	0.988–1.048
Cause the viewer’s fear or dread
No^a
Yes	0.045	0.003	1.046	1.015–1.078
Video tips
One-side^a
Two-side	0.012	0.438	1.102	0.982–1.042

Reference level.