Beyond the screen: mixed-methods insights into credibility judgment of health-related short videos

Purpose Short videos serve as a crucial medium for disseminating health information, playing a significant role in enhancing users’ health literacy and guiding their health behaviors. However, existing research has yet to clarify the mechanisms influencing the credibility judgment of health information in short video formats, distinct from traditional textual information. This study aims to identify the key factors influencing the credibility judgment of health-related short videos (HSVs) and to develop a reliable mechanistic model for judging their credibility. Design/methodology/approach A sequential mixed-methods combining qualitative and quantitative research was employed. Using grounded theory, we identified 17 factors influencing the credibility judgment of HSVs and developed a model outlining the mechanisms behind these judgments. Five key influencing factors were identified through Fuzzy Decision-Making Trial and Evaluation Laboratory (Fuzzy-DEMATEL), and their pathways were validated using partial least squares structural equation modeling (PLS-SEM). Findings The publisher professionalism, content quality, cumulative system cues and external validation significantly positively impact credibility judgment of HSVs. Additionally, health information discernment efficacy positively and negatively moderates the effects of content quality and external validation on credibility judgment of HSVs, while the moderating effects of publisher professionalism and cumulative system cues are not significant. Originality/value The study provides an in-depth analysis of the key pathways affecting the credibility judgment of HSVs, enhancing our understanding of credibility of HSVs. Additionally, it expands the theoretical framework and research contexts within the field of credibility research, offering a case reference for the advancement and application of mixed methods.