學童視力保健之健康訊息關注以新視力保健FB粉絲專頁之訊息偏好分析為例

The preference analysis of health information of schoolchildren with vision care - the ＂new vision care project＂ on facebook fan pages example

本研究為橫斷性網路資料分析，研究分析2014年7月至2015年9月，800位新視力保健FB粉絲專頁對於學幼童視力保健訊息閱讀偏好，以瞭解閱聽大眾對於視力保健訊息的偏好與關注重點。研究結果如下：經專家審視合格的視力保健訊息張貼於粉絲專頁總計有105份。以報章新聞類最多，其中，資料內容歸類以「定期就醫來防盲」佔45.71%最多，61.3%的資料出處為眼科醫師。粉絲專頁平均閱覽人數為985人次。其中，醫師來源之訊息以──「你的孩子在點什麼散瞳劑？」議題，最受閱聽大眾關注，在平均閱覽數、平均按讚數及平均分享數均列居第一。出於教育單位與專家閱覽最高的訊息為一國小學童近視之相關因子；訊息出現的關鍵字「3C」。資料出處出自於眼科醫師的閱覽人數，顯著高於由教育單位或專家的資料出處。藉研究結果瞭解閱聽大眾健康訊息閱讀喜好，社群網站粉絲專頁確實產生大眾健康訊息傳遞的功能，可提供日後研究與計畫在發展合宜健康訊息之參考，強化宣導效應。

This study was a cross-sectional analysis using the ＂New Vision Care Project＂ FB fans pages. Collection of data was from July 2014 to September 2015. A total of 800 users participated in this event with new vision care fans for young children. This study can assist our understanding of the audience's performance of health information on FB fan pages. The results are as follows: a total of 105 pieces of vision care messages posted on fan pages were reviewed by experts. 45.71% of posting on FB were regarding the ＂regularly seeking of treatment to prevent blindness.＂ 61.3% of these sources of information contained in the websites were mainly written by ophthalmologists. The average number of views by fans was 985. The most popular issue was ＂What type of cycloplegic drugs should be used on children?＂ Reading these news pieces and the ＂like＂ and ＂share＂ features were equally popular among fans. The topic of ＂Factors associated with myopia in elementary schoolchildren＂ written by educators and experts was also most popular. The keyword ＂3C＂ was among the myopia factors which appeared during searches. Messages written by ophthalmologists were significantly higher in views than the educator information sources. The findings aimed at target groups in designing suitable web events will provide an understanding of the audience and performance analysis of health information on the fan pages. The results of this study will also give insight into the management of a FB fan page. In the future, these findings will be used for the spread of information and shares to enhance the effectiveness of the use of the media to promote information.