Abstract
Health short videos have received extensive attention as a novel means to access and share health content in recent years. Due to the unique characteristics of health short videos, features of instructor movement are becoming prime determinants of viewer engagement. Yet not much is known regarding the focal components and impact mechanism of instructor movement on viewer engagement. Building on social presence theory, we differentiated among three constituent dimensions of instructor movement in health short videos: body location, face angle, and gesture position. Employing interval-valued data analysis approach, we not only captured the overall level and variation of instructor movement in health short videos, but also discovered that: body location left center, face angle roll center, and gesture left radius have significantly negative effects on viewer engagement. Conversely, body location top radius, face angle pitch radius, and gesture top radius exert significantly positive impact on viewer engagement.
| Original language | English |
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| Title of host publication | Proceedings of the 27th Pacific Asia Conference on Information Systems (PACIS 2023) |
| Place of Publication | Nanchang, China |
| Publication status | Published - Jul 2023 |
| Externally published | Yes |