Table_1_The Influencing Factors of Nutrition and Diet Health Knowledge Dissemination Using the WeChat Official Account in Health Promotion.DOCX

Background: The promotion of a healthy diet via health education is a component of the “Healthy China 2030” plan. However, few studies have reported whether health knowledge about nutrition and diet has gained public attention, and whether it is needed by the public.
Methods: The numbers of views, shares, and reads of articles published by the official WeChat account of a hospital in China were accessed. The influence index was obtained via the entropy analysis of these three indices. A questionnaire survey was developed based on the purpose of the study and the conclusion of the content analysis, which conducted to analyze users' requirements for health knowledge and their influencing factors. Moreover, risk factors were explored by logistic regression models.
Results: Of the 103 articles considered in this study, four articles in the Top 10 were related to nutrition and diet. The influence index of nutrition and diet knowledge was found to be the highest in the content analysis (p < 0.05). The higher degrees of humor (β = 0.224, p = 0.027), nutrition and diet articles (β = 0.776, p = 0.034), and cover articles (β = 0.312, p = 0.021) have significant influences on the influence index. In total, 581 questionnaires were obtained, and 78.1% of the respondents reported believing that the health knowledge of greatest concern was that related to nutrition and diet. Multivariate logistic regression analyses were conducted to explore the associations between the features of the articles and users reading nutrition and diet knowledge; it was found that gender (female, OR: 4.651, 95%Cl: 2.598, 8.325, and p < 0.001), age (young adult, OR: 0.358, 95%Cl: 0.266, 0.481, and p < 0.001), cancer precaution knowledge (OR: 4.333, 95%Cl: 2.262, 8.299, and p < 0.001), traditional Chinese medicine (OR: 2.121, 95%Cl: 1.064, 4.230, and p = 0.033), the knowledge acquisition approach [circle of friends (OR: 2.586, 95%Cl: 1.373, 4.868, and p = 0.003), social media (OR: 2.183, 95%Cl: 1.204, 3.960, and p = 0.010)), hospitals (OR: 3.194, 95%Cl: 1.793, 5.692, and p < 0.001), television media (OR: 4.348, 95%Cl: 2.341, 8.077, and p < 0.001)], and social media strategies [professionalism and authority (OR: 2.354, 95%Cl: 1.231, 4.505, and p = 0.006)] have statistically significant relationships with users reading nutrition and diet knowledge.
Conclusion: Nutrition and diet knowledge could contribute to WeChat user engagement of health information dissemination. Nutrition professionals should improve the scientific popularization ability and effectively use social media for health promotion.

研究背景：通过健康教育推广健康膳食是"健康中国2030"（Healthy China 2030）规划的重要组成部分。然而，目前鲜有研究探讨营养与膳食健康知识是否获得了公众关注，以及公众是否存在此类健康知识需求。

研究方法：本研究获取了国内某医院官方微信公众号（WeChat Official Account）发布文章的浏览量、转发量与阅读量数据，并通过对这三项指标进行熵分析（entropy analysis）得到影响力指数。基于研究目的与内容分析（content analysis）结论设计了问卷调查，用以分析用户对健康知识的需求及其影响因素；此外，本研究还通过逻辑回归模型（logistic regression models）探究了相关风险因素。

研究结果：本次研究纳入的103篇文章中，排名前10的文章有4篇与营养膳食相关。内容分析显示，营养膳食知识类内容的影响力指数最高（p < 0.05）。内容的高趣味性（β=0.224, p=0.027）、营养膳食类文章属性（β=0.776, p=0.034）以及封面文章属性（β=0.312, p=0.021）对影响力指数存在显著正向影响。本次研究共回收有效问卷581份，其中78.1%的受访者表示最为关注的健康知识为营养膳食相关内容。本研究开展多因素逻辑回归分析（multivariate logistic regression analyses），探讨文章特征与用户阅读营养膳食知识的关联性，结果显示：性别（女性，比值比（Odds Ratio，OR）=4.651，95%置信区间（95% Confidence Interval，95%CI）：2.598~8.325，p < 0.001）、年龄（青年群体，OR=0.358，95%CI：0.266~0.481，p < 0.001）、癌症预防知识（cancer precaution knowledge）认知（OR=4.333，95%CI：2.262~8.299，p < 0.001）、中医药（traditional Chinese medicine）知识认知（OR=2.121，95%CI：1.064~4.230，p=0.033）、知识获取渠道[朋友圈（circle of friends）（OR=2.586，95%CI：1.373~4.868，p=0.003）、社交媒体（social media）（OR=2.183，95%CI：1.204~3.960，p=0.010）、医院渠道（OR=3.194，95%CI：1.793~5.692，p < 0.001）、电视媒体（OR=4.348，95%CI：2.341~8.077，p < 0.001）]以及社交媒体运营策略（social media strategies）[专业性与权威性（OR=2.354，95%CI：1.231~4.505，p=0.006）]均与用户阅读营养膳食知识的行为存在统计学意义上的显著关联。

研究结论：营养膳食知识可有效提升微信用户对健康信息传播的参与度。营养健康专业人员应提升科学科普能力，合理运用社交媒体开展健康推广工作。