在健康中国的目标下，如何有效传播健康相关信息成为关键问题。随着互联网与移动终端设备的普及，社交媒体成为重要的健康传播渠道，但大量用户对社交媒体中的健康信息仍有担忧。过往研究显示，用户对健康信息的可信度感知能够影响健康传播效果，因此本研究聚焦于社交媒体中健康信息的可信度，从用户感知的视角探究可信度的影响因素。近年来，研究者多采用信息处理的双过程模型来理解和分析在线信息可信度的形成过程，此类理论模型区分了基于经验联想的思维模式和基于系统推理的思维模式，并认为个人的信息处理能力和动机影响思维模式的选择。其中，启发式-系统式模型认为两种信息处理过程可以同时影响信息可信度，常被应用于可信度研究中，可作为本研究的理论基础。因此，本研究基于启发式-系统式模型，构建了以社交媒体中健康信息的信息质量、信源可信度、媒介可信度和社会认可度为自变量，以信息可信度为因变量的研究模型，并引入用户的信息卷入度和数字健康素养作为调节变量，控制人口统计学因素，采用层次回归法检验各变量之间的关系。本研究开展问卷调查以收集数据，共获得346份有效问卷，对样本数据进行层次回归分析。分析结果显示，信息质量这一系统式线索以及信源可信度、媒介可信度和社会认可度等启发式线索均对社交媒体中健康信息的可信度有显著的积极影响，用户对社交媒体中健康信息的处理存在两种模式。此外，用户对信息的卷入度越高，信源可信度对健康信息可信度的正向影响越强，这可能与中国文化强调服从权威有关，当社交媒体用户接触到与自己相关度较高的健康信息时，更加倾向于相信专业权威的发布者所提供的健康信息。而用户的数字健康素养水平越高，用户越有能力对社交媒体中的健康信息内容本身进行处理，认为依据社会认可度难以形成准确的可信度判断，也越可能认识到社交媒体中的互动数据或经过人为操纵，导致社会认可度对健康信息可信度的正向影响减弱。本研究利用启发式-系统式模型的分析框架，构建了社交媒体中健康信息可信度的研究模型。在理论层面，本研究丰富了健康传播领域及可信度领域的研究，为后续研究提供参考，在实践层面，本研究对于健康传播过程所涉及的各主体具有一定的启示与借鉴意义。

Under the “Healthy China” initiative, effective dissemination of health-related information has become a crucial issue. With the proliferation of devices with access to the internet, social media has emerged as a powerful communication medium for health information. However, many users have raised concerns about the credibility of health information on the platform. Some researchers have found that the perceived credibility of health information can impact the effectiveness of health communication. Therefore, this study focuses on the credibility of health information on social media, exploring the influencing factors from the users’ perspective.Based on the Heuristic-Systematic Model, this study constructs a model with information quality, source credibility, media credibility, and social endorsement as independent variables, and credibility as the dependent variable. The User’s information involvement and eHealth literacy are introduced as moderating variables. This study uses hierarchical regression analysis to examine the relationships between these variables.This study uses internet-based questionnaires to collect information and 346 valid samples are collected. The hierarchical regression analysis shows that systematic cue such as information quality, as well as heuristic cues including media credibility, source credibility and social endorsement can enhance the credibility of health information on social media. Social media users process health information heuristically and systematically. Furthermore, higher information involvement strengthens the positive impact of source credibility on information credibility, which may be related to the emphasis on authority-obedience in Chinese culture. When social media users encounter health information relevant to themselves, they are more inclined to trust health information provided by authoritative sources. Higher eHealth literacy weakens the positive impact of social endorsement on credibility.This study establishes an analytical framework that attempts to anticipate the credibility of health information on social media. On the theoretical level, the study enriches the fields of health communication and credibility. On the practical level, the study offers insights for stakeholders involved in the health communication process.