網路醫師資訊之內容分析研究

Abstract

網路普及使得醫師資訊的傳播成本較低，然而醫病資訊不對等的狀況導致民眾對於官方醫師資訊較為不信任，但非官方醫師資訊卻有資訊品質差異的隱憂，非正確的資訊若廣為傳播可能影響民眾對於醫師的觀感。因此本研究希望藉由分析現今網路醫師資訊，了解醫師個人資訊與醫師專業資訊之揭露情形，同時了解醫師在網路的形象如何形成，並且評估這些資訊的品質。本研究從Google搜尋引擎蒐集共4,500筆網路資料作為研究樣本，以內容分析法逐筆編碼其內容，最後以量化與質性分析研究結果。 研究框架是以不同醫療科別與不同網站類型為自變項，醫師個人資訊、醫師專業資訊、附加描述醫師形象方式與資訊品質為依變項，再進行單因子變異數檢定，最後發現各個自變項與依變項之間皆有顯著差異。醫師資訊以社群平台的數量最多，約四成的資料含有醫師個人資訊，最常出現的項目為醫師性別，九成七的資料含有醫師專業資訊，最常出現的項目為醫師所屬醫療機構，四分之三的資料有附加描述醫師形象，最常以視覺層面的資訊描述醫師形象，資訊品質評估項目中以可讀性最佳。 本研究將網路醫師資訊的內容、數量與特性進行初步分析，最後根據研究結果提供建議，希望能給醫師資訊需求者、醫師資訊提供者，以及後續欲深入研究醫師資訊的研究者作為參考。

關鍵字：網路醫師資訊、醫師資訊揭露、內容分析

The popularization of the Internet reduces the communication cost of physicians’ information. However, the information asymmetry makes customers difficult to trust the information which comes from the authority. On the other hand, the unofficial physicians’ information has the problem of various information quality, if the incorrect information disseminated broadly might influence the views of customers to physicians. Thus, this study aims to analyze the physicians' information on the Internet, find out the disclosure of physicians' personal information and professional information, understand how the information describes the physicians' image, and measure the physicians’ information quality. The sample size is 4500 which collected from the Google search engine, and the contents are analyzed into quantitative and qualitative results. The medical division and the types of website are as independent variables, and the physicians' personal information, the physicians' professional information, the additional descriptions about physicians' image and the physicians’ information quality are as dependent variables, and the one-way ANOVA test is conducted, and it is significant between every independent variables and dependent variables. The results show the data belonging to social network services have the largest number. About 40% of the data contain physicians' personal information, and most of them show the physicians' gender. Approximately 97% of the data contain physicians' professional information, and the physicians' affiliation shows the most. Three quarters of the data have the additional descriptions about physicians' image, and the physicians' visual image is mostly written. When talking about the physicians' information quality, the readability has the best performance. This study tries to analyze the contents, numbers, and the characteristic of online physician information. The results are shown to provide some suggestions to the physician information seekers, physician information providers, and researchers who would like to do further research about online physician information.

Keywords: Online Physician Information, Physician Information Disclosure, Content Analysis