Dutta-Bergman Mohan J
Department of Communication, Purdue University, West Lafayette, IN 47906, USA.
Health Commun. 2004;16(3):273-88. doi: 10.1207/S15327027HC1603_1.
The recent growth in consumer autonomy in health care accompanied by the surge in the use of new media for health information gathering has led to an increasing scholarly interest in understanding the consumer health information search construct. This article explores consumer health information seeking in the realm of the primary sources of health information used by consumers. Based on an analysis of the 1999 HealthStyles data, the paper demonstrates that active communication channels such as interpersonal communication, print readership, and Internet communication serve as primary health information sources for health-conscious, health-information oriented individuals with strong health beliefs, and commitment to healthy activities. On the other hand, passive consumption channels such as television and radio serve as primary health information resources for individuals who are not health-oriented. Media planning implications are drawn from the results, suggesting that broadcast outlets with an entertainment orientation are better suited for prevention campaigns. Such channels provide suitable sites for entertainment-education. On the other hand, print media, interpersonal networks, and the Internet are better suited for communicating about health issues to the health-active consumer segment.
近期医疗保健领域消费者自主权的增长，以及新媒体用于收集健康信息的使用激增，引发了学术界对理解消费者健康信息搜索结构的兴趣日益浓厚。本文探讨了消费者在其使用的健康信息主要来源领域内寻求健康信息的情况。基于对1999年健康生活方式数据的分析，本文表明人际沟通、印刷品阅读和互联网通信等主动沟通渠道，是那些有强烈健康信念且致力于健康活动、注重健康、以健康信息为导向的个人的主要健康信息来源。另一方面，电视和广播等被动消费渠道，是那些不以健康为导向的个人的主要健康信息资源。从研究结果中得出了媒体规划方面的启示，表明具有娱乐导向的广播媒体更适合预防宣传活动。此类渠道为寓教于乐提供了合适的平台。另一方面，印刷媒体、人际网络和互联网更适合向积极关注健康的消费者群体传播健康问题。
