Public’s preferences for health science popularization short videos in China: a discrete choice experiment

Background Health science popularization short video disseminates health information to the public in an understandable way about information. Objective To investigate preferences of Chinese residents for videos and provide suggestions optimizing production videos. Methods An online survey people was conducted using a self-administered questionnaire, discrete choice experiment (DCE) used explore public’s Results A total 618 respondents were included, which 306 (45.51%) male 312 (50.49%) female, 271 (43.85%) aged 18–25, 239 (38.67%) 26–60, 108 (17.48%) 60 above. Whether is charged or not (46.891%) account subject (28.806%) both considered important. The results DCE revealed that participants free charge as most significant attribute (OR 3.433, 95% CI 3.243–3.633). Overall, preferred more willing pay with hospital 1.192, 1.116–1.274), form graphic narration 1.062, 1.003–1.126), 3.243–3.633), content satisfies their needs (very much needed: OR 1.253, 1.197–1.311; generally 1.078, 1.029–1.129), platform certification 1.041, 1.011–1.073), without commercial advertisements 1.048, 1.018–1.080), simple-to-understand 1.071, 1.040–1.104), evokes fear dread illness viewer 1.046, 1.015–1.078). Conclusion Participants favor videos, are accounts, illustrated, understandable, meets needs, can serve warning. In future, should focus on improving diversity relevance content, making it easy understand achieve good effects.