台灣健康資訊網站之內容訊息與公眾溝通分析

An analysis of Content Message and Public Communication on Taiwanese Health Information Websites

WWW已成為公眾搜尋醫療健康風險資訊的重要來源，因此本研究將關注網路新科技在健康訊息公眾溝通所扮演的角色，分析健康資訊網站的內容訊息表現，以及公眾溝通的對象與管道。本研究以內容分析方法，探討195個台灣健康資訊網站。研究結果顯示，醫院組織建置網站比例最高，個人部落格或網站最少。網站訊息內容主題以綜合性預防保健為最多，特定疾病主題次之。網站資訊內容主要引用醫師專業人士資料，另七成網站具有網站連結的功能，連結對象以國內民間團體網站為最多。網站內容可信度方面，八成二以上的網站內容未帶有商業廣告性質，但在標示文章作者、職稱、時間等可信度內容方面，則有待加強。健康資訊網站溝通對象以一般大眾為主，電子郵件為主要溝通管道。而政府組織網站不論在網站內容可信度以及溝通管道方面皆表現較佳。

The World Wide Web has become as important source for people looking for the health information. Many studies suggested that more public depends on Internet to obtain knowledge of science, medical and technology. Therefore, this study aims to realize the role of Internet communication in conveying the health information. A total of 195 Taiwanese health information web sites were content analyzed. The results show that the majority of web sites in the sample belong to medical organizations. Only a small number of web sites are governed by the individuals. The majority of websites deal with themes of 'health prevention', followed by the 'specific disease'. The sources of information content in websites are mainly quoted from doctors and the professional people. This finding indicates that 70% of websites have the website linking function, and the NGO websites are linked as the most popular one. Concerning the appeal to target publics, 'general public' is the major target audience for all websites. The government's health information websites have good performance not only on information content, but also on communication channels in the websites.