網路醫師評價之結構與內容特徵分析研究

Investigating the Structural and Textual Characteristics of Internet Physicians Review

邱銘心(Phoebe Ming-Hsin Chiu) ； 張家翎(Chia-Ling Chang)

《教育資料與圖書館學》 52卷2期 (2015/04) Pp. 157-190+iii

https://doi.org/10.6120/JoEMLS.2015.522/0001.RS.AM

摘要

網友在網路上所發表的網路醫師評價，是讓病患與家屬在面對醫師選擇時，取得更多主導權的一種消費者健康資訊類型。本研究搜集來自「良醫健康網」與「尋醫網」之網友對於醫師的文字評價，依據24個醫療科別隨機各抽樣50則評價，共計1,200則評價進行內容分析。分析主題就網路醫師評價的結構特徵（評價長度與分段方式）與內容特徵（評價屬性、評價時間點、評價策略、評價動機，與評價面向）兩個面向進行分析。研究結果希望可藉助病患對於醫師的主觀評價，了解網路口碑在醫療與健康資訊傳播的角色與功能以及在臨床醫學的應用面向，進一步支援病患與家屬在進行醫療決策選擇時的參考依據。另一方面，則得以建立有別於醫療機構觀點的醫療品質評價指標。

關鍵字

網路醫師評價 ； 內容分析法 ； 就醫選擇資訊 ； 網路口碑

並列摘要

The Internet increases information transparency in several ways, and one way is to allow patients and caregivers access to needed information. It improves the autonomy of medical decision-making, and further creates better physician-patient communication. Internet physician review, as a type of popular medical and health information, improves patients and caregivers' understanding of doctor selection and supports proactive health decision-making. This study collects Internet physician reviews from two Taiwan-based health information websites-Good Doctor and Health, and DocHos. The analysis framework comprises both structural and textual aspects, each with distinct analytical focuses. The structural analysis includes length of reviews and paragraph structure. The textual analysis includes nature o f t he reviews, when in the clinical encounter process is reviewed, intent of the reviews, themes of the review, and review strategies. This study hopes to understand the role and function of the Internet physician reviews in the process of health information communication, as well as the applications on physicians' practice of clinical medicine and patients and caregivers' medical decision-making process. It may provide insight into the development of patient-centered rather than institution-centered evaluation criteria for healthcare quality.

並列關鍵字

Internet physicians' review ； Content analysis ； Healthcare provider information ； E-Word-of-Mouth (eWoM)

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