利用社群網站探討健康資訊交換行為之研究──以臉書（Facebook）為例

An Empirical Study on Health Information Exchange Behavior in Social Networking Services: Taking Facebook for Example

社群網站的快速興起與使用人數的倍數成長，是值得重視的研究課題。根據統計顯示健康資訊搜尋者占有相當多的數量。因此，本研究主要是探究何種因素會影響民眾對於健康資訊的使用行為。本研究採用「健康信念模式」加上「信任」、「電腦自我效能」和「社會影響」等重要資訊科技相關變數，以修正後之模式驗證428位臉書（Facebook）使用者之健康資訊使用行為。結果發現除了受到社會影響、信任和自覺障礙等三個主要因素影響之外，「行動線索」因素也會對使用行為產生顯著影響。顯示外在環境包括同儕、家人或社會的互動很可能會刺激個人使用頻率。在模型的統計驗證中，「信任」此一重要變數的加入，在健康資訊相關的社群網站中，會對使用者的整體形象產生明顯影響，除了提升專業度和可信度，也可以增加資訊使用和交換的行為意圖。同時，在自覺障礙方面，如果健康資訊容易理解、方便使用或滿足需求時，將會明顯促進交換行為，整體解釋模型可達43.2%（p＜0.01）。

As social networking services increasing dramatically in popularity recently, this study was designed to explore which factors would affect the general public health information exchange behaviors. This study examined the search behavior of users by Facebook, a popular social networking service in Taiwan as well as in the world. The study refined and applied a theoretical model of health belief model trying to identify factors that significantly affect exchange behavior for health information. After performing statistical analysis from on-line questionnaire with 428 effective respondents over a two-week period survey, the results indicated significantly that the behavior of the majority of Facebook users in seeking health information were influenced by those three key factors: trust, social influence, and perceived barriers to taking action. The explained variance will be 43.2% with a significant p value (p＜0.01) in statistics.