Associations Between TCM Short-Form Video Exposure and Health Maintenance Behaviors: The Mediating Roles of Outcome Expectations and Cultural Confidence
DOI:
https://doi.org/10.61360/BoniGHSS262020080303Keywords:
traditional Chinese medicine, short-form videos, social media exposure, young adultsAbstract
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.
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Copyright (c) 2026 Zixin Zhang, DONGHWA CHUNG, Yanfang Meng, Jiaqi Wang, Hua Ran
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