Department of Communication, University of Maryland, College Park, MD 20742-7635, USA.
Vaccine. 2012 May 28;30(25):3741-6. doi: 10.1016/j.vaccine.2011.10.025. Epub 2011 Oct 19.
Surveys have shown that many people now turn to the Internet for health information when making health-related decisions. This study systematically analyzed the HPV vaccine information returned by online search engines. HPV is the most common sexually transmitted disease and is the leading cause of cervical cancers.
We conducted a content analysis of 89 top search results from Google, Yahoo, Bing, and Ask.com. The websites were analyzed with respect to source, tone, information related to specific content analyzed through the lens of the Health Belief Model, and in terms of two content themes (i.e., conspiracy theories and civil liberties). The relations among these aspects of the websites were also explored.
Most websites were published by nonprofit or academic sources (34.8%) and governmental agencies (27.4%) and were neutral in tone (57.3%), neither promoting nor opposing the HPV vaccine. Overall, the websites presented suboptimal or inaccurate information related to the five behavioral predictors stipulated in the Health Belief Model. Questions related to civil liberties were present on some websites.
Health professionals designing online communication with the intent of increasing HPV vaccine uptake should take care to include information about the risks of HPV, including susceptibility and severity. Additionally, websites should include information about the benefits of the vaccine (i.e., effective against HPV), low side effects as a barrier that can be overcome, and ways in which to receive the vaccine to raise individual self-efficacy.
调查显示，现在许多人在做出与健康相关的决定时会转向互联网获取健康信息。本研究系统地分析了在线搜索引擎返回的 HPV 疫苗信息。HPV 是最常见的性传播疾病，也是宫颈癌的主要病因。
我们对谷歌、雅虎、必应和 Ask.com 上的 89 个顶级搜索结果进行了内容分析。我们分析了网站的来源、语气、与通过健康信念模型分析的具体内容相关的信息，以及两个内容主题（即阴谋论和公民自由）。还探讨了网站这些方面之间的关系。
大多数网站是由非营利组织或学术机构（34.8%）和政府机构（27.4%）发布的，语气中立（57.3%），既不支持也不反对 HPV 疫苗。总体而言，这些网站提供的与健康信念模型规定的五个行为预测因素相关的信息欠佳或不准确。一些网站上存在与公民自由相关的问题。
旨在提高 HPV 疫苗接种率的在线与公众沟通的健康专业人员应注意包括有关 HPV 风险的信息，包括易感性和严重性。此外，网站还应包括有关疫苗益处的信息（即有效预防 HPV）、可以克服的低副作用作为障碍，以及接种疫苗以提高个体自我效能的途径。
