Table 7 All factors’ influences on the negative attitude

Intercept

−7.343

0.485

−15.155

0.000*

Media type (TV news)

0.448

0.451

0.993

0.321

Media type (TV documentary)

0.065

0.404

0.161

0.872

Media type (Interview)

0.670

0.413

1.623

0.105

Media type (User-generated video)

0.309

0.310

0.999

0.318

Media type (Public service announcement)

–

–

–

–

Media type (Others)

−0.168

0.273

−0.617

0.537

Presentation setting (Home)

–

–

–

–

Presentation setting (Clinic)

0.324

0.456

0.711

0.477

Presentation setting (Studio)

0.128

0.419

0.307

0.759

Presentation setting (Outdoor)

−0.817

0.511

−1.600

0.110

Presentation setting (Others)

−0.363

0.363

−0.999

0.318

Post period

−0.001

0.000

−4.470

0.000*

Video duration

0.000

0.000

0.700

0.484

Presenter role (Reporter)

0.075

0.285

0.264

0.792

Presenter role (Journalist)

−1.770

0.817

−2.166

0.030*

Presenter role (Medical professional)

–

–

–

–

Presenter role (Parent)

−0.116

0.569

−0.203

0.839

Presenter role (Patient)

−0.262

0.307

−0.856

0.392

Presenter role (Others)

−0.256

0.292

−0.877

0.380

Presenters’ gender (Male)

−0.038

0.228

−0.168

0.866

Presenters’ gender (Female)

Presenters’ gender (Both)

−0.309

0.399

−0.773

0.439

Presenters’ gender (Not identified)

−34.740

67,110,000.000

0.000

1.000

Presenters’ gender (None)

0.144

0.416

0.346

0.729

Cause & pathophysiology

−0.082

0.312

−0.261

0.794

Sign & Symptom

−0.892

0.313

−2.846

0.004*

Diagnosis & Test

−0.117

0.535

−0.219

0.827

Organ & Body Part

−0.261

0.474

−0.551

0.582

Complication & Related Disease

−0.680

0.420

−1.620

0.105

Medication

−0.234

0.545

−0.430

0.667

Treatment

−0.366

0.262

−1.396

0.163

Affect

−0.265

0.412

−0.643

0.520

Social & Culture

−0.600

0.348

−1.723

0.085

Lifestyle

−0.377

0.333

−1.132

0.258

Nutrient

0.519

0.278

1.870

0.062