23 ISSN 1680-8428

WWW

195

yjyang@cc.shu.edu.tw

2012/12/13 2013/04/24

24 ISSN 1680-8428

An analysis of Content Message and Public Communication on Taiwanese Health Information Websites

Yie-Jing Yang

Abstract

The World Wide Web has become as important source for people looking for the health

information. Many studies suggested that more public depends on Internet to obtain knowledge

of science, medical and technology. Therefore, this study aims to realize the role of Internet

communication in conveying the health information. A total of 195 Taiwanese health information

web sites were content analyzed. The results show that the majority of web sites in the sample

belong to medical organizations. Only a small number of web sites are governed by the

individuals. The majority of websites deal with themes of "health prevention", followed by the

"specific disease". The sources of information content in websites are mainly quoted from doctors

and the professional people. This finding indicates that 70% of websites have the website linking

function, and the NGO websites are linked as the most popular one. Concerning the appeal to

target publics, "general public" is the major target audience for all websites. The government's

health information websites have good performance not only on information content, but also on

communication channels in the websites.

Key words: health communication, public communication, risk communication, health information websites

Yie-Jing Yang is Associate Professor in Department of Public Relations and Advertisement at Shin Hsin University.

Received: 2012/12/13 Accepted: 2013/04/24

25

25 (2013) 23-46

WWW

Trench,

20082011Pew Internet American Life Project80%

Fox, 2011201340%

Fox, 2013

google

embedded science writer

Trench, 2007, 2008Peterson2001

Moreoner.com

Trench, 2007

1999

1999

26

25 (2013) 23-46

risk societysociology of risk

19941980Beck

Beck

Beck, 19922001)

1994

20101994, 20012003

2003, p.107

27

25 (2013) 23-46

Palenchar & Heath, 2007

2005

2009

2009622

SARS

Morgan, Fischhoff, Bostrom Athman2002

2001; 2003

Barak

& Grohol, 2011

2010, p.158

architectural differencedigitization of

information

30

28

25 (2013) 23-46

Barak & Grohol, 2011

Trench, 2008

79

44%physical

activitySuggs & McIntyre, 2009, p.278 2002PIPPew Internet and American

Life Project

Fox & Rainie, 2002

Trench2008

"end-user" value

Hardey2000

Parsonian models

consumer-becoming-producereveryone-becoming-publisher-

or-journalistpatient group

Trench, 2007, pp. 136-137

Tailoring

Tailoringpersonal and targeted

communication

Suggs & McIntyre, 2009Suggs McIntyre2009

29

25 (2013) 23-46

49740641

37

WWW

WWW

Bernstam, Sagaram, Wlji, Johnson, & Meric-Bernstam, 2005

2010, pp.161-162

Wang Liu2007automatic

indicator detection toolOermann2003

Bermstam, et. al.2005

Eysenbach, Powell, Kuss, & Sa 2002

Eysenbach, et. al.,2002, p.2692

1. technical quality criteriameta-information

2. design

3. readability

4. accuracy

5. completeness

Bernstam, et al.2005, pp.677Eysenbach

42

30

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disclosure

10

Boyington, Boyington, Dougherty Liao2003, pp.285continence

health

HITIHealth

Information Technology Institute

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2003, pp.219MultiMedia Internet2007

science online

science dictionary

page tools feature

narrative

why files

Dunwoody, 2001

Adams2010

Yu, King Yoon

2010Web 2.0

Lederbogen Trebbe2003, pp. 343-348formal design

content1.

2. Target Audience3. characteristics of multipage documents

and single page4. text style5. text design6.

31

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current information

specific

target audience

20111012

authority

currency/content

commercializationAdams,

2010, Bernstam, et al., 2005, pp.677; Boyington, et al. 2003, pp. 285; Wang & Liu, 2007, pp.577;

Oermann, 2003, pp. 218-219; Yu, et al., 2010

:

1.

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25 (2013) 23-46

102519525

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35

25 (2013) 23-46

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36

25 (2013) 23-46

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Capriotti & Moreno,

2007

19%

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358.2%

37

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Trench & Delaney2004

73.4%71.8%

33.3%29.4%

16.4%15.8%

F (5, 195) =14.296, p <

.001

127130484259285229

515

QA

71.8%73.4%27.1%23.7%33.3%15.8%29.4%16.4%

291.0%

38

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Scheffe

M =5.23, SD =0.82M =3.56, SD =1.60

M =3.58, SD =1.38M =2.26, SD =1.98M =3.50, SD =1.60

M =3.20, SD =1.42

F (5, 195) =18.627 p < .001

Scheffe

M =4.50, SD =1.33

M =3.10, SD =1.65M =1.14, SD =1.28

M =2.37, SD =1.40M =2.59, SD =1.26M =1.00,

SD =1.20

0.821.601.381.981.601.421.75

A.B.C.D.E.F.

A > B**,C*, D***,E**,F**B > D*

E > D*

Scheffe

*p

39

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1.

195

5%

Wanger, Paquin Persky2012genetics Blogs

67%59%

1.331.651.281.401.261.201.66

A.B.C.D.E.F.

A > B**,C,D,E,F***;B >C,F***

E > C*,F**

Scheffe

*p

40

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Yu, King

Yoon2010

Buis Carpenter2009

Trench2007

interpretation &

contextualization

Adams, 2010

Kreps & Neuhauser, 2010

2.

Trench & Delaney2004100

Dunwoody2001

why filesTrench

2007editorial judgment

41

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3.

Adams, 2010

17.8

90.1%

55.5%47.1%

56.8%

Lagu, Kaufman, Asch & Armstrong, 2008Wanger, et al.2012

9481%

1999

4.

63.6%

32.8%3.6

42

25 (2013) 23-46

2010

1413Facebook12

TwitterGallant, Lrizarry, Boone & Kreps, 2011

5.

43

25 (2013) 23-46

1999

email

Chou, Prestin, Lyons Wen2013

44

25 (2013) 23-46

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