Table 5.
WTP results of health science popularization short videos.
| Attributes and levels | WTP (CNY) |
|---|---|
| Account subject | |
| Authoritative mediaa | |
| Hospital | −2.472b |
| Personal self-media (medical staff) | 0.154 |
| Personal self-media (non-medical staff) | −2.404 |
| For-profit media (DXY, etc.) | −2.104 |
| Form | |
| Personal commentarya | |
| Video clips | −2.019 |
| Others (animations, etc.) | −0.303 |
| Graphic explanation | 0.067 |
| Length of time/seconds | |
| 30a | |
| 60 | −0.054 |
| 90 | −0.046 |
| 120 | −2.035 |
| Content demand degree | |
| Not neededa | |
| Generally needed | 0.066 |
| Very much needed | 0.221 |
| Platform certification | |
| Noa | |
| Yes | 0.099 |
| Commercial advertisements | |
| Yesa | |
| No | 0.100 |
| Easy to understand | |
| Noa | |
| Yes | 0.093 |
| Funny | |
| Yesa | |
| No | −1.046 |
| Cause the viewer’s fear or dread | |
| Noa | |
| Yes | 0.078 |
| Video tips | |
| One-sidea | |
| Two-side | −0.870 |
a
Reference level.
b
The negative value of a currency indicates that people are more willing to pay money for the reference attribute.