媒體報導的健康資訊重要性及可信度感知對健康資訊尋求行為的影響

The Influence of Perceived Importance and Credibility regarding Health Information in Media on Health Information-Seeking Behavior

盧鴻毅(Hung-Yi LU)

《傳播與社會學刊》 34期 (2015/10) Pp. 89-115

https://doi.org/10.30180/CS.201510_(34).0005

摘要

本研究主要探討個人對媒體報導的健康資訊重要性及可信度感知，如何影響其健康資訊尋求行為。本研究資料取自「台灣傳播調查資料庫」第一期第一次計劃調查，此一橫斷面的問卷調查研究於2012年7月1日至9月10日之間，針對台灣地區滿十八歲的中華民國國民進行調查，共訪問4,750人，最後回收2,000份有效問卷，有效回收率為42.10%。研究結果發現，在控制人口變項及媒介使用行為之下，受訪者對「媒體報導的健康資訊重要性」（β= .57, p ＜ .001）及「媒體報導的健康資訊可信度」（β= .12, p ＜ .001）感知，均正向地預測資訊尋求行為。本研究建議，衛政單位進行健康宣導時，應強化該訊息對接收者的重要性，並提高資訊的可信度，以提高衛教宣導的效果。

關鍵字

健康資訊重要性 ； 健康資訊可信度 ； 健康資訊尋求

並列摘要

This study aims to explore the influence of perceived importance and credibility regarding health information in media on health information seeking. In a cross-sectional study conducted by the ＂Communication Study Database＂ group from July 1 to September 10, 2012, 4,750 respondents were recruited to participate and 2,750 participants successfully completed the questionnaire. The valid response rate was 42.10%. The finding of this study showed that perceived importance and credibility concerning health information were significant determinants of health information seeking after controlling the influence of demographic variables and media use. The findings of this study imply that it is vital to reinforce receivers' perception of information importance and credibility as health professionals attempt to impart health information to targets.

並列關鍵字

Perceived importance of health information ； perceived credibility of health information ； health information seeking