健康信息获取渠道的聚类分析：主动获取与被动接触
A Cluster Analysis of College Students’ Health Information Acquisition Channels: Active Seeking and Accidental Exposure

摘要 我国公众健康意识逐步提高，新媒体在公众生活中愈发普及，越来越多公众开始使用新媒体获取与健康相关的信息。依据获取健康信息的所应用新媒体的类型与主动获取/被动接触行为两点标准，本研究对新媒体渠道进一步细分，改变了以往研究对新媒体健康信息获取渠道定义粗略的状况。以北京某高校大学生为样本，本研究对新媒体健康信息获取渠道进行调查，发现微信朋友圈是大学生群体获取健康信息最普遍的渠道。研究进一步利用聚类分析法将该群体划分为四类——主动搜索类、默然被动类、全社交媒体类与全新媒体类。最后，文章对研究结果的理论与实践意义进行讨论。
With increasing attention to individual health status and diversified new media portfolio, more and more Chinese people have begun to use new media applications to acquire health information. This study refines the categorization of new media channels in the domain of health information seeking on basis of the type of new media applications and active/passive learning. Using a college student sample, this study surveyed their health information seeking behaviors, and used cluster analysis to classify the sample into four groups – active searching, passive learning, all-social media and all-new media