Journal of Global Humanities and Social Sciences 2737-5374 2737-5382 BONI FUTURE DIGITAL PUBLISHING CO.,LIMITED https://ojs.bonfuturepress.com/index.php/GHSS/article/view/2008 7 3 2026 2026-06-25 Associations Between TCM Short-Form Video Exposure and Health Maintenance Behaviors: The Mediating Roles of Outcome Expectations and Cultural Confidence Zixin Zhang,DONGHWA CHUNG,Yanfang Meng,Jiaqi Wang,Hua Ran Traditional Chinese Medicine (TCM) has gained increasing prominence in China as a component of health literacy and self-care practices. However, how TCM-related information on social media is associated with individuals’ perceptions and behavioral tendencies remains underexplored. Drawing on cultural confidence and outcome expectations, this study examines how exposure to TCM short-form videos is associated with young Chinese adults’ (aged 18-34) willingness to adopt health maintenance behaviors. Results indicate that exposure to TCM short-form videos is positively associated with cultural confidence, outcome expectations, and willingness to adopt health maintenance behaviors. Outcome expectations significantly mediated this association. In addition, a significant serial mediation pathway was observed. These findings highlight the role of short-form video exposure in shaping health-related perceptions and behavioral tendencies, with practical implications for promoting TCM-related health practices among young Chinese adults. traditional Chinese medicine,short-form videos,social media exposure,young adults 10.61360/BoniGHSS262020080303

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