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研究生: 王紀葳
Wang, Jih-Wei
論文名稱: 醫院運用Facebook粉絲專頁推廣健康促進與衛生教育的策略與挑戰
Strategies and challenges for hospitals using Facebook fan pages for health romotion and health education
指導教授: 張鳳琴
Chang, Fong-Ching
口試委員: 張鳳琴
Chang, Fong-Ching
何英奇
Ho, Ying-Chyi
林其鋒
Lin, Chi-Feng
口試日期: 2024/06/25
學位類別: 碩士
Master
系所名稱: 健康促進與衛生教育學系健康促進與衛生教育碩士在職專班
Department of Health Promotion and Health Education_Continuing Education Master's Program of Health Promotion and Health Education
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 108
中文關鍵詞: 醫院Facebook粉絲專頁衛生教育
英文關鍵詞: hospital, Facebook fan page, health education
研究方法: 主題分析深度訪談法
DOI URL: http://doi.org/10.6345/NTNU202401025
論文種類: 學術論文
相關次數: 點閱:131下載:16
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  • 本研究目的為瞭解醫院Facebook粉絲專頁設立的目標與管理策略及執行上面臨的倫理議題、挑戰與未來方向,選取臺北市四家不同規模的醫院,以深度訪談法,於2023年訪談該院Facebook粉絲專頁後台管理人員,且分析醫院Facebook粉絲專頁推廣有關健康促進及衛生教育貼文則數及網友按讚、留言、分享次數等。
    本研究結果發現醫院設立Facebook粉絲專頁目標包括:強化醫院形象塑造,增加多元行銷管道,加速訊息流通。在粉絲專頁管理上,廣納內容多樣性,並充分授權後台管理人員管理。在粉絲專頁內容上,所選取的四家醫院Facebook粉絲專頁,推廣健康促進與衛生教育貼文占該院總貼文自12.57%至80.29%,內容包括預防保健類、疾病治療類及衛生政策類。在粉絲專頁倫理議題上,各醫院均重視病人隱私且不以醫療廣告招攬業務,不任意貼文。在粉絲專頁挑戰上,仍面臨素材來源不夠豐富、內容不易趣味化、專業人才缺乏,且難以將網友吸睛度轉化為來客數等困境。
    本研究建議醫院可善用不同的社群媒體,投入更多專業人力與技術資源來製作健康媒材並提升民眾健康素養。

    The purpose of this study was to understand the goals and management strategies of hospitals' Facebook fan pages, as well as the ethical issues, challenges, and future directions they face. The study selected four hospitals of different sizes in Taipei City and conducted in-depth interviews with their Facebook fan page administrators in 2023. Additionally, the study analyzed the number of posts related to health education, along with user engagement metrics such as likes, comments, and shares.
    The results showed that the goals of hospitals in setting up Facebook fan pages included strengthening the hospital's image, diversifying marketing efforts, and accelerating information flow. Authorized backend personnel were responsible for designing various materials. Posts regarding health education accounted for 12.57% to 80.29% of the total posts. The content covered preventive health care, disease treatment, and health policy. Hospitals placed great importance on patient privacy and avoided medical advertisements. The challenges faced by fan pages included insufficient sources of materials, difficulty in making content engaging, and difficulty in converting patient attention into visitor numbers.
    It is suggested that hospitals make good use of different social media platforms and invest more personnel and technical resources to develop heath education materials and enhance public health literacy.

    致謝 i 中文摘要 ii Abstract iii 目次 ⅳ 表目次 ⅵ 圖目次 vii 第壹章、緒論 1 第一節 研究動機與重要性 1 第二節 研究目的 3 第三節 研究問題 4 第四節 名詞定義 5 第五節 研究限制 6 第貳章、文獻探討 7 第一節 醫院運用新媒體傳遞健康促進與衛生教育的情形 7 第二節 醫院Facebook粉絲專頁的功能 12 第三節 醫院Facebook粉絲專頁推廣健康促進與衛生教育的策略 19 第四節 醫院Facebook粉絲專頁推廣健康促進與衛生教育面對的倫理議題 22 第參章、研究方法 25 第一節 研究設計 25 第二節 研究者自身經驗 29 第三節 研究對象 30 第四節 研究步驟 34 第五節 訪問對象 36 第六節 訪問問題 38 第七節 質性研究的信實度 39 第八節 訪問過程 42 第九節 資料處理與分析 43 第肆章、研究結果與討論 45 第一節 醫院Facebook粉絲專頁互動分析 45 第二節 醫院Facebook粉絲專頁設立目標與管理策略 51 第三節 醫院Facebook粉絲專頁推廣健康促進與衛生教育的內容 58 第四節 醫院Facebook粉絲專頁面對的倫理議題 62 第五節 醫院Facebook粉絲專頁的挑戰與未來方向 67 第六節 討論 77 第伍章、結論與建議 83 第一節 結論 83 第二節 建議 85 參考文獻 87 附錄一、研究參與者同意書 107 附錄二、研究參與者檢核回饋表 108

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