摘要
目的 为提升健康传播精准性,制定有针对性、实操性的健康科普类官微宣传策略提供科学依据。方法 基于TAM及TPB理论整合模型及相关学者研究理论筛选测量变量,并进行问卷设计,通过方便抽样的方法对受众开展调查,对结果进行描述性分析、探索性因素分析和多元回归分析。结果 调查回收2 798份有效问卷,女性较多(69.16%),主要为本科教育(43.57%),职业主要为企业上班族(39.67%)。用户主要阅读时间为9~12时(68.69%),场景为家里(87.67%)。绝大部分人倾向了解医疗或健康资讯(96.50%),每日期望获取1~3篇推送(70.10%)。双变量相关性分析显示,用户持续使用意愿与技术需求满足、感知信任、感知易用性、感知有用性、主观规范、满意度、期望确认程度成正相关(P<0.01)。多元线性回归分析显示,自变量之间未存在多重共线关系(P<0.01)。结论 健康科普类官微受众阅读特点与科技类等其他类别的官微有较大差异,受众偏好在家中阅读,提示其需要更多时间了解有关健康话题。根据分析结果,部分健康科普类微信号开通“一天三发”增加信息推送频次或未能有效提高用户满意度。建议健康科普类官微根据受众阅读及信息需求特点调整推送时间及推送频次,可逐步通过加强打造健康专家品牌、创作贴近生活的健康信息、开展有奖活动等方法提升用户使用意愿。
Objective To provide a scientific basis for enhancing the precision of health communication and establishing targeted and practical strategies of health science Wechat Subscripition.Methods Questionnaire was designed based on the variables selected from the TAM and TPB theory integration model and relative scholars'research.The questionnaire was investigated by convenient sampling method,and the results were analyzed by descriptive analysis,exploratory factor analysis and multiple regression analysis.Results A total of 2798 valid questionnaires were collected,among which 69.16%were female,43.57%were undergraduates,and 39.67%were corporate workers.The main reading time of the audience was 9-12AM(68.69%),most(87.67%)of whom preferred reading at home.Most of the audience preferred reading medical or health information(96.50%)and expected to get 1-3 posts(70.10%)every day.Bivariate correlation analysis indicated that continuous use intention was positively correlated with technical demand satisfaction,perceived trust,perceived ease of use,perceived usefulness,subjective norm,satisfaction,and expectation confirmation(P0.01).Multiple linear regression analysis indicated that there was no collinear relationship between independent variables(P<0.01).Conclusion The reading characteristics of health science Wechat Subscription are different from those of other types such as science and technology official micro accounts.The readers prefer to read at home,suggesting that they need more time to learn about health messages.According to the analysis results,applying"3 posts per day"permission to increase the health message post frequency fails to effectively improve user satisfaction.It is suggested to adjust the post time and frequency according to the characteristics of audiences's needs for reading and information.Moreover,gradually enhancing users'willingness can be achieved by strengthening the brand of health experts,creating health information close to life,and carrying out prize-winning activities.
作者
钟若曦
谢颖倩
张萌
陈梁
张永慧
陈亮
ZHONG Ruo-xi;XIE Ying-qian;ZHANG Meng;CHEN Liang;ZHANG Yong-hui;CHEN Liang(Guangdong Provincial Institute of Public Health,Guangzhou,Guangdong 511430,China;不详)
出处
《现代预防医学》
CAS
北大核心
2023年第12期2221-2226,共6页
Modern Preventive Medicine
基金
广东省重点领域研发计划(2019B111103001)
广东省医学科学技术研究基金(B2023029)。
关键词
健康传播
微信公众号
健康科普
用户满意度
Health communication
WeChat subscription
Health science
Audience satisfaction
作者简介
钟若曦(1988-),女,硕士,高级工程师,研究方向:健康传播及卫生事业管理工作;通信作者:陈亮,E-mail:18928929722@126.com。
