北京市公立医院网站访问现状分析

Analysis of Situation of Visit to Public Hospital Website,Beijing

目的:分析北京市公立医院网站访客属性和访问行为,为促进医院网站信息和功能建设提供参考依据。方法:选取北京市5家公立三级医院,根据网站访问行为日常监测数据,分析访客属性和访问行为;采用问卷调查法了解访客对医院网站的认知度、访问渠道及服务需求。结果:5家医院网站的访客中,男性多于女性;30-39岁年龄段比例高(占48.2%);高学历访客比例最高;计算机端浏览器访问量多于移动端浏览器;新访客的跳出率高于老访客。结论:医院网站需要优化移动端访问平台;提升访问便捷性和舒适度;提高信息的权威性、及时性和有效性;加强在线服务功能,突出人性化服务。

Objective： To analyze the attributes and access behavior of visitors of public hospital website in Beijing, and to provide refer- ences for promoting the websiteb information and function construction. Methods： 5 tertiary public hospitals in Beijing were selected to analyze the attributes and access behavior of visitors of public hospital website according to the access behavior monitoring data. The visitors＇awareness, access channels and service requirements were analyzed by carrying out a questionnaire survey. Results： For the website visitors of these five hos- pitals, males are less than females; the group of 30 -39 years old has the highest percentage （48.2%） ; PC browsers＇ visits are more than that of the mobile browsers ; the bounce rate of the new visitors is higher than that of the old visitors. Conclusion： The public hospital website should optimize the mobile terminal access platform to improve the convenience and comfort of visits; the informationb authority, timeliness and effective- ness should be enhanced; the online services should be strengthened and the humanized service should be dmphasized.