政府及非政府健康組織臉書貼文的健康識能特性與使用者回應的關係

The Relationships Between Health Literacy Characteristics and User Responses of Facebook Posts by Governmental and Non-governmental Health Organizations

目的：本研究目的在檢視政府及非政府健康組織臉書貼文的基本特性及健康識能特性與使用者回應的關連。方法：採量性內容分析法，選取2個政府衛生機構及4個非政府健康組織臉書粉專為對象，收集2020年12月至2021年11月的貼文共3,305則，以等比例隨機抽樣抽出600則貼文為樣本。分析變項包括基本資料、內容屬性及健康識能特性；使用者回應以按讚、分享、留言數來衡量。以無母數統計方法進行統計檢定。結果：貼文帶有圖片或內容含有衛生教育者，得到的按讚及分享數等級較高；有內嵌影音、附加連結、主題標籤或內容含有組織宣傳的貼文，所獲得的使用者回應較少。貼文主文及圖片符合健康識能特性程度愈高，獲得的按讚、分享及留言數等級愈高；完全符合健康識能指標的貼文比不完全符合者獲得較多的使用者回應。結論：健康組織經營社群媒體，貼文的設計應符合健康識能原則，以有利於增加使用者回應。

The purpose of this study was to examine the relationships between post characteristics, health literacy characteristics and user responses of Facebook posts by governmental and nongovernmental health organizations in Taiwan. A quantitative content analysis was adopted. A total of 3,305 posts published between December 2020 and November 2021 were collected from the Facebook pages of two governmental health organizations and four non-governmental health organizations. A sample of 600 posts was randomly selected using a proportional sampling method. The analysis variables included basic characteristics, content attributes, and health literacy characteristics. User responses were measured by the numbers of likes, shares, and comments. Non-parametric statistical methods were employed for statistical testing. Posts with pictures or content related to health education received a higher level of likes and shares. On the other hand, posts with videos, links, hashtags, or content related to organizational promotion tended to receive fewer user responses. The higher the level of health literacy characteristics of the post text and pictures, the higher the ordinal positions of numbers of likes, shares, and comments were received. Posts that fully corresponded to health literacy indicators received more user responses than those that partially corresponded to. When health organizations manage social media, designing posts that compliance with health literacy principles will help increase user responses.