疫情大流行应对准备期我国疫情防控健康教育信息传播的调查研究

A survery on the dissemination of health education information for epidemic prevention and control in China during the preparation period for epidemic response

目的 了解疫情大流行应对准备期公众疫情防控健康教育信息传播情况,为有效开展相关信息传播提供参考依据。方法 于2019年12月20日至2020年1月5日新冠肺炎疫情大流行前,使用自行设计的调查问卷通过问卷星在线样本库调查样本2837人,分析其疫情防控健康教育信息内容偏好和网络传播渠道使用频率,以及不同特征的调查对象在疫情防控健康教育信息获取渠道选择方面的差异。结果 调查对象对知识类、生活方式与行为类、防护意识类疫情防控健康教育信息的关注度均较高,回答“非常关注”和“比较关注”者占比均超过50%。通过验证性因子分析,根据调查对象的信息获取行为可将网络传播渠道分为搜索类、浏览类和被动接触类3类;百科类网站、搜索引擎和问答类网站等搜索类渠道是调查对象获取疫情防控健康教育信息时使用频率最高的渠道,回答“总是”和“经常”使用者占比依次为79.4%、75.8%、61.8%;微信公众号(57.2%)、微信朋友圈(54.1%)、微博(52.2%)等被动接触类渠道也成为其获取相关信息的重要渠道。女性对搜索类渠道的使用(77.5%)高于男性(72.6%);农村居民对搜索类渠道(64.1%)和被动接触类渠道(50.2%)的使用低于其他人群;自评健康信息素养不好者对搜索类渠道的使用相对少(68.9%);以上差异均有统计学意义(P<0.05)。结论 疫情大流行应对准备期健康教育信息的传播,要注重发挥搜索引擎和社交媒体等作用,并重视不同人群的特点,针对性地开展传播。

Objective To understand the dissemination of public health education information on epidemic prevention and control during the pandemic response preparation,and provide reference for the effective dissemination of relevant information.Methods From 20 December 2019 to 5 January 2020 prior to the COVID-19 pandemic,the self-designed questionnaire was employed to investigate 2837 people through the Questionnaire Star online sample database.The study analyzed the content preferences of epidemic prevention and control health education information and the frequency of use of network communication channels,as well as the differences in the selection of channels for obtaining epidemic prevention and control health education information among respondents with different characteristics.Results The respondents paid high attention to the health education information of epidemic prevention and control based on knowledge,lifestyle and behavior,and protection awareness,and the respondents who answered "great attention" and "attention" accounted for more than 50%.Through confirmatory factor analysis,network communication channels could be divided into 3 types according to their information acquisition behaviors,namely browsing,searching and passive exposure.Encyclopedia websites,search engines and Q & A websites were the most frequently used channels for obtaining epidemic prevention and control health education information by respondents.The respondents who answered "always" and "often" accounted for 79.4%,75.8% and 61.8%,respectively.WeChat public accounts(57.2%),WeChat moments(54.1%) and Weibo(52.2%) were also important channels to obtain relevant information.Female use of search channels(77.5%) were more than male(72.6%).Rural residents used less search channels(64.1%) and passive exposure channels(50.2%) than other people.People with poor self-rated health information literacy had relatively little use of search channels(68.9%).The above differences were all statistically significant(P<0.05).Conclusion The dissemination of health education information during the preparation period of the pandemic response should pay attentions to the role of search engine and social media,and pay attention to the characteristics of different populations to carry out targeted dissemination.