Table 4.
Univariate and multivariable logistic regression analysis.
| Article features | Univariate logistic regression | Multivariable logistic regression | |||||
| Reading level, P value | Liking level, P value | Reading level | Liking level | ||||
| Odds ratio (95% CI) | P value | Odds ratio (95% CI) | P value | ||||
| Title type | <.001 | <.001 | — | — | — | — | |
| Declarative sentence (reference) | — | — | 1 | — | 1 | — | |
| Exclamation or emphatic sentence | .18 | .60 | — | — | 0.80 (0.65-0.97) | .02 | |
| Question sentence | <.001 | <.001 | — | — | — | — | |
| Imperative sentence | .04 | .14 | — | — | — | — | |
| Phrase | .26 | .22 | — | — | 0.69 (0.55-0.87) | .001 | |
| Other | <.001 | <.001 | — | — | — | — | |
| Article content | <.001 | <.001 | — | — | — | — | |
| Infectious disease | <.001 | <.001 | 3.33 (2.60-4.25) | <.001 | 2.15 (1.69-2.73) | <.001 | |
| Chronic diseases | .57 | .05 | — | — | — | — | |
| Food safety and nutrition | <.001 | <.001 | 1.76 (1.34-2.31) | <.001 | 1.54 (1.18-2.01) | .001 | |
| Vaccination | <.001 | .14 | 2.93 (2.15-4.00) | <.001 | 1.76 (1.29-2.41) | <.001 | |
| Environmental and occupational health | .48 | .85 | 1.54 (1.05-2.26) | .03 | — | — | |
| Health education activities | <.001 | <.001 | 0.65 (0.48-0.88) | .01 | 0.64 (0.48-0.86) | .002 | |
| Healthy lifestyle | <.001 | <.001 | 1.89 (1.50-2.38) | <.001 | 1.39 (1.11-1.74) | .004 | |
| Research progress | <.001 | .01 | 0.20 (0.05-0.82) | .03 | — | — | |
| National health policy, conferences, etc | <.001 | <.001 | 0.30 (0.18-0.50) | <.001 | 0.38 (0.25-0.59) | <.001 | |
| Other (reference) | — | — | 1 | — | 1 | — | |
| Article type | <.001 | <.001 | — | — | — | — | |
| Text only (reference) | — | — | 1 | — | 1 | — | |
| Text and pictures | .02 | <.001 | 1.62 (1.09-2.40) | .02 | 2.31 (1.48-3.62) | <.001 | |
| Text, pictures, and links | <.001 | <.001 | 6.21 (4.12-9.35) | <.001 | 6.64 (4.20-10.48) | <.001 | |
| Text, pictures, and videos | <.001 | <.001 | 2.24 (1.36-3.69) | .002 | 2.60 (1.51-4.47) | .001 | |
| Other | .32 | .42 | — | — | — | — | |
| Communication skills | <.001 | <.001 | — | — | — | — | |
| Informative/instructive (reference) | — | — | 1 | — | 1 | — | |
| Questioning | <.001 | <.001 | 1.83 (1.40-2.39) | <.001 | 2.05 (1.57-2.67) | <.001 | |
| Positive emotional appeal | .01 | .03 | — | — | 1.22 (1.00-1.49) | .048 | |
| Fear appeal | <.001 | <.001 | 1.34 (1.10-1.64) | .004 | 1.44 (1.18-1.77) | <.001 | |
| Humor | <.001 | <.001 | 2.93 (2.20-3.90) | <.001 | 4.13 (3.11-5.49) | <.001 | |
| Other | <.001 | <.001 | 1.59 (1.25-2.02) | <.001 | 1.55 (1.22-1.97) | <.001 | |
| Number of marketing elements | <.001 | <.001 | — | — | — | — | |
| None (reference) | — | — | 1 | — | 1 | — | |
| One | .03 | <.001 | 0.83 (0.72-0.96) | .01 | 0.76 (0.66-0.88) | <.001 | |
| Two | .01 | <.001 | 0.62 (0.50-0.76) | <.001 | 0.60 (0.49-0.74) | <.001 | |
| Three or more | <.001 | <.001 | 1.63 (1.13-2.36) | .01 | 1.86 (1.30-2.67) | .001 | |
| Article length | <.001 | <.001 | — | — | — | — | |
| 0-1000 words | — | — | 1 | — | 1 | — | |
| 1000-1499 words | <.001 | <.001 | 1.45 (1.25-1.68) | <.001 | 1.42 (1.23-1.65) | <.001 | |
| 1500-1999 words | <.001 | <.001 | 1.67 (1.32-2.11) | <.001 | 1.55 (1.22-1.96) | <.001 | |
| 2000 or more words | .97 | .78 | — | — | — | — | |