影響台灣民眾對網路健康資訊信任之因素

目的本研究使用臺灣傳播調查資料庫於2016年完成第一期第五次調查計畫之「風險與災害傳播」資料庫（張卿卿、陶振超，2017），藉此來了解影響台灣民眾對網路健康資訊信任之因素。方法本研究採取次級資料分析，利用臺灣傳播調查資料庫於2016年完成第一期第五次調查之「風險與災害傳播」計畫，有效樣本數為2098份。本研究主要探討影響台灣民眾對網路健康資訊信任的相關因素，其中自變項包含：基本資料包含性別、年齡、婚姻狀況、教育程度、行業、薪資級距；網路使用情形意指，網路使用頻率、網路技巧、網路行為；個人健康行為意指，從網路獲得健康相關資訊頻率、因健康資訊調整行為或生活習慣、注意媒體健康資訊的程度；依變項為對網路健康資訊來源的可信度；利用描述性統計、卡方檢定及邏輯斯迴歸來分析樣本的基本特性及分布情形。結果本研究依據數據分析出來的勝算比，男性相信網路上所提供的健康相關資訊是女性的1.56倍；無收入的民眾比薪資級距0~26,000的民眾相信網路上所提供的健康相關資訊達2.47倍；無收入的民眾比薪資級距26,001~40,000的民眾相信網路上所提供的健康相關資訊達2.37倍。從來沒有上網搜尋、瀏覽資訊的民眾比經常上網搜尋、瀏覽資訊的民眾有3.68倍相信網路上所提供的健康相關資訊；非常不注意電視、報紙、廣播、網路，這些媒體上關於健康的相關資訊的民眾比非常注意電視、報紙、廣播、網路，這些媒體上關於健康的相關資訊的民眾有9.378倍相信網路上所提供的健康相關資訊；有點注意電視、報紙、廣播、網路，這些媒體上關於健康的相關資訊的民眾比非常注意電視、報紙、廣播、網路，這些媒體上關於健康的相關資訊的民眾有1.56倍相信網路上所提供的健康相關資訊；不太了解健康相關議題的民眾比大部分了解健康相關議題的民眾有2.45倍相信網路上所提供的健康相關資訊結論影響台灣民眾對於網路健康資訊信任的因素，包括了性別、薪資級距、上網蒐尋資訊的頻率、注意媒體健康資訊的程度、以及對健康議題了解的程度。

Objectives: The main purpose of this study is to analyze the factors of the trust of internet health information in Taiwan based on the "Risk and Disaster Communication" database (Zhang Qingqing, Tao Zhenchao, 2017) of the fifth survey project completed in the first phase of the Taiwan Communication Survey Database in 2016.Methods:Secondary Analysis is the main research method of this study. Meanwhile, the Taiwan Communication Survey Database is applied to complete the first phase of the fifth survey "Risk and Disaster Communication" in 2016. The amount of the valid samples is 2098.The independent variables include: basic information (gender, age, marital status, education level, industry, and salary range), internet use (frequency, skills and behavior), personal health behavior (the frequency of obtaining internet health-related information, the adjustment of behavior or living habits due to the health information and attention to media health information). The dependent variable is the trust of health information from internet sources. The descriptive statistics, chi-square test and logistic regression are applied to analyze the basic characteristics and distribution of samplesResults: According to the odds ratio based on data analysis, the number of male is estimated to be 1.56 times as much as that of female in terms of believing the internet health-related information. In terms of believing internet health-related information, people with no income are 2.47 times higher than those with a salary range of 0-26,000. People with no income are 2.47 times higher likely to believe the internet health-related information than those with a salary range of 0-26,000. People with no income are 2.38 times higher likely to believe the internet health-related information than those with a salary range of 26,001 to 40,000.In terms of the frequency of browsing information online, non- internet users are 3.68 times more confident in internet health-related information than internet users. In terms of believing internet health-related information, people who do not pay attention to television, newspapers, radio and internet are 9.378 times higher than those who highly focus on abovementioned media, and people who occasionally focus on above mentioned media are 1.56 times higher than those who highly focus on above mentioned media. In terms of believing internet health-related information, people who don’t know much about health-related issues is 2.45 times higher than people who are concerned about those issues.Conclusion: The factors that affect people’s belief in internet health information include gender, salary scale, frequency of online searching, attention to media health information and concern of health issues.