醫療社群媒體中的溝通行為及其影響因素：以花蓮慈濟中醫LINE官方帳號為例

The Communicative Behaviors and Their Influencing Factors in Medical Social Media: Hualien Tzu Chi Chinese Medicine LINE Official Account as Example

本研究目的為運用問題解決情境理論，探討佛教慈濟醫療財團法人花蓮慈濟醫院中醫部（以下簡稱花蓮慈濟中醫）LINE官方帳號社群中成員的健康資訊溝通行為及其影響因素。以花蓮慈濟中醫LINE官方帳號為研究場域，研究對象為加入花蓮慈濟中醫LINE官方帳號之成年人。透過社群發布訊息召募自願參加者，以線上電子問卷填答，共蒐集515份有效問卷，主要的統計分析方法為複迴歸及Sobel檢定。結果顯示，對中醫資訊需求的情境動機愈高，所有的溝通行為皆愈頻繁，與理論預期相符；健康意識對情境動機及資訊搜尋有正向影響力；訊息來源信任度不僅正向影響情境動機，也影響資訊篩選、資訊分享及資訊轉發行為；情境動機在健康意識、訊息來源信任度與溝通行為間具有中介作用。結論指出，網路社群媒體具有廣泛傳布的特性，值得健康組織多加運用以推展健康促進。透過醫療社群媒體進行健康傳播時，可藉由喚起成員對健康資訊需求的情境動機、建立訊息來源的信任度，以及加強目標對象的健康意識，來促進社群媒體中的溝通行為，提高健康傳播的效果。

The objective of this study were to investigate the health information communicative behaviors among the members of Hualien Tzu Chi Chinese Medicine LINE official account community, and examine the associated influencing factors on communicative behaviors by using the situational theory of problem solving. This study adopted LINE official account community of the Chinese Medicine Department of Hualien Tzu Chi Hospital as the research setting, and the adult members of the community were research subjects. The recruiting information was posted on the community, and the participants were volunteers to the study. A total of 515 valid responses were collected through online questionnaires. The primary statistical methods were multiple regression analysis and Sobel test for mediation analysis. The results showed that the higher the situational motivation for Chinese medicine health information, the more frequent the communicative behaviors were, which was in line with theoretical expectations. Health consciousness demonstrated a positive influence on situational motivation and information seeking behaviors. Information source credibility not only positively affected situational motivation, but also impacted subjects’ information forefending, sharing, and forwarding behaviors. Situational motivation mediated the relationships between health consciousness and communicative behaviors, as well as information source credibility and communicative behavior. In conclusion, social media is characterized by widespread dissemination and worth being utilized by health organizations to promote health. When using social media to spread health information, the communicative behaviors in social media community can be strengthened by increasing situational motivation for health information, establishing the trust in information sources, and improving health consciousness of target audience, thereby enhancing the effectiveness of health communication.