244098 Media behavior and correlates of perception of health information among female Taiwan residents

Tuesday, November 1, 2011: 10:30 AM

Shu-Yu Lyu, MPH, PhD , School of Public Health, Taipei Medical University, Taipei, Taiwan
Ying-Chen Chi, MHA , Department of Education & Research, Taipei City Hospital, Taipei 103, Taiwan
Eugene Yu-Chang Peng, MD, MS , Department of Community Medicine, Taipei City Hospital, Renai Branch, Taipei, Taiwan
Ya-Ling Weng, RN, MS , Public Relationships, Taipei Medical University Hospital, Taipei, Taiwan
Po-Tswen Yu, MS , Department of Health, Health Education Center, Bureau of Health Promotion, New Taipei City, Taiwan
This survey aimed to explore media use behaviors and correlates of perception of health information among female residents in Taiwan. A telephone survey was conducted using random digit dial of a nationally representative sample among female residents aged 25 and older. Data were collected using computer-assisted telephone interview systems by stratified random sampling according to geographic areas in 2008. Respondents' perception of health information was measured by a six-item Health Information Scale (HIS) which was developed for this survey and the Cronbach's alpha equal to 0.71. A total of 1,074 respondents were recruited in this survey with response rate of 86%. Respondents' medical and health news contact experiences by media type in the past month were television (47.4%), newspapers (38.5%), and magazines (10.3%), respectively. The most popular health information seeking channels were internet (43.4%), television news (26.8%) and newspaper (17.4%) based on multiple responses. Results of the multiple logistic regression revealed that those aged 45 to 54 (OR=2.43, 95%CI=1.10-5.39) , those with average household monthly income ranging from NT$30,000 to 59,999 (OR=2.14, 95%CI=1.28-3.57), those average household monthly income with NT$60,000 and above (OR=2.19, 95%CI=1.26-3.83), those with daily television news watching time more than 120 minutes (OR=3.21, 95%CI=1.26-8.15), and those always noticing medical/health news (OR=4.41, 95%CI=1.92-10.15), were more likely to have better perception of health information than their counterparts after controlling for respondents' level of education. The study finding provides implications for health marketing strategies using media channels among female residents.

Learning Areas:
Advocacy for health and health education
Assessment of individual and community needs for health education
Communication and informatics
Diversity and culture
Planning of health education strategies, interventions, and programs
Social and behavioral sciences

Learning Objectives:
1.Recognize the media behavior among female residents. 2.Identify the correlates of perception of health information among female residents. 3.Discuss gender sensitive health education strategies for female residents. 4.Explore health education needs among female residents.

Keywords: Health Communications, Women

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the Co-PI of this research project.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.