本研究之目的在於探討台灣民眾網路健康資訊尋求行為之相關影響因素。
　　主要以SPSS 19.0進行統計分析，參考Rosenstock (1974)健康信念模式建構研究架構，並採用次級資料「2009年國民健康訪問暨藥物濫用調查」之「12至64歲個人問卷」的主問卷資料庫且有填寫附加題組「網路醫療資源利用情形」之樣本作為研究分析資料，篩選出曾有上網經驗之有效樣本共計3334人。研究方法採敘述性統計、卡方檢定及邏輯斯迴歸分析方法，針對「人口學變項」、「自覺罹患性」、「自覺嚴重性」、「自覺行動效益」、「自覺行動障礙」及「網路健康資訊尋求行為」等構面進行探討。
　　研究結果顯示曾有上網經驗之12歲以上者，曾利用網路搜尋健康資訊之比率為56.2%，且搜尋項目以預防保健知識、網路門診掛號及特定疾病治療為主。卡方檢定發現所有變項皆呈顯著相關，而後經邏輯斯迴歸方式分析結果顯示教育程度愈高、至少有一種健康促進行為、女性、已婚、有工作限制、居住在市區、月收入9999元以下、21-40歲的人，利用網路搜尋健康資訊的可能性相對較高。再者，雖然自覺罹患性、自覺嚴重性與網路健康資訊尋求行為間並無顯著影響，但會因行動效益或行動障礙不同而在各變項間產生不同的顯著差異情形，整體而言自覺罹患性與疾病相關資訊之尋求有關，自覺嚴重性則與預防保健資訊之尋求較有關聯。此外，曾利用網路搜尋健康資訊者其原因主要為「增加對健康問題的處理能力」；未利用者其原因以「沒有這方面需要」佔較大比例，以及「不知道如何搜尋」與「沒有時間上網」。
　　本研究期望使資訊提供者未來在資訊宣導時有更明確的方向，且讓資訊接收者能更有效地掌握最新健康資訊。而由於本研究發現台灣民眾對於預防勝於治療的觀念尚且不足，政府相關單位也應積極推廣並強化網路健康資訊之品質。

關鍵字：健康信念模式、自覺罹患性、自覺嚴重性、健康行為、網路健康資訊尋求行為

Purpose
The purpose of this research is to investigate the related factors of health information seeking behavior on the Internet in Taiwan.

Method
The research referred to the Health Belief Model from Rosenstock (1974), and using SPSS.19.0 to analyze the data obtained by the 2009 National Health Interview Survey. Totally 3334 samples who aged 12 to 64 years old, and have used Internet were selected. We analyzed whether the “Health Information Seeking Behavior on the Internet” are associated with demographic factors including age, sex, education, income, and the factors of Health Belief Model such as “Perceived Susceptibility”, “Perceived Seriousness”, “Perceived Benefits of Taking Action” and “Perceived Barriers of Taking Action” by using descriptive statistics, chi-square test, and logistic regression.

Result
(1) The rate of seeking health information on the Internet in Taiwan was 56.2%, and people usually searched for the preventive health knowledge, sought the information of disease treatment, or made appointment online.
(2) All factors associated with health information seeking behavior of people.
(3) The logistic regression analysis showed significantly that people with higher education, above one of health promotion behavior, female, be married, having work limitation, living in urban areas, less than 9999 NT dollars of monthly income, or 21-40-year-olds were more likely to have the health information seeking behavior on the Internet.
(4) The results also indicated that the health information seeking behavior on the Internet were no significant by the factors of“Perceived Susceptibility” and “Perceived Seriousness”.

Conclusion
The research find that people usually used the Internet to search the health information when they were aware of the poor health situation. It means that people in Taiwan didn’t have enough preventive knowledge, so the government should promote their preventive health behavior and strengthen the quality of the health information on the Internet.

Key words: Health belief model, Perceived Susceptibility, Perceived Seriousness, Health behavior, Health information seeking behavior on the Internet.

摘　要 iii
Abstract iv
目　錄 v
圖　次 vii
表　次 viii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 名詞解釋 5
第貳章 文獻探討 6
第一節 健康信念模式（Health Belief Model） 6
第二節 健康行為及網路健康資訊尋求行為 11
第三節 影響健康行為及網路健康資訊尋求行為之可能因素 16
第四節 文獻探討小結 27
第參章 研究設計與方法 29
第一節 研究設計 29
第二節 研究架構與研究假設 32
第三節 研究方法 39
第肆章 研究結果 41
第一節 樣本基本資料分布情形 41
第二節 雙變項分析 51
第三節 多變項分析 79
第伍章 研究討論 98
第一節 台灣民眾網路健康資訊尋求行為之概況 98
第二節 台灣民眾網路健康資訊尋求行為之相關因素 99
第陸章 結論與建議 113
第一節 研究結論 113
第二節 研究限制 114
第三節 研究建議 115
參考文獻 117
附　錄 131

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