秦琴 柯青 丁松云

摘 要：[目的/意义]健康网站信息文本的可读性水平直接影响公众对健康信息的加工认知过程，进而影响用户与健康有关的决策以及网站自身的发展。[方法/过程]通过对国内外可读性计算方法原理的梳理和辨析构建面向中文健康信息的可读性计算公式，选取中国健康教育网站中食品安全健康教育材料进行可读性计算和评价，从年份、来源网站性质和阅读次数3个方面分析中文食品安全在线健康教育信息可读性情况。[结果/结论]中文食品安全在线健康教育信息可读性整体不高但呈增强趋势;不同性质的来源网站之间健康信息可读性存在差异，其中政府机构网站健康信息可读性最强，综合性网络媒体次之，专业性网络媒体健康信息可读性最弱;在线健康教育材料阅读次数与材料内容可读性值不相关而与材料标题可读性值负相关，材料标题可读性值的分指标医学专业术语占比显著负向影响材料阅读次数。

关键词：可读性计算;在线健康信息;健康教育材料;食品安全

DOI：10.3969/j.issn.1008-0821.2020.05.014

〔中图分类号〕G252 〔文献标识码〕A 〔文章编号〕1008-0821（2020）05-0111-11

An Empirical Study on Readability Calculation and Application of

Chinese Online Health Education Information

——A Case Study of Food Safety

Qin Qin Ke Qing Ding Songyun

（School of Information Management，Nanjing University，Nanjing 210023，China）

Abstract：[Purpose/Significance]The readability level of health websites information directly affects the publics cognitive process of health information，thus affecting users health-related decisions and the development of the website.[Method/Process]The readability calculation formula of Chinese health information online was constructed by reviewing the principles of readability calculation methods at home and abroad.Health education materials of food safety in Chinese health education Network were selected for readability calculation and evaluation.The readability of Chinese food safety health information online was analyzed from time，characters of source websites and views.[Result/Conclusion]The readability of Chinese health education information online was low but becoming better in recent years，there were differences in the readability of health information between different characters of websites，information on government websites was the most readable，followed by comprehensive network media，and information on professional network media was the least readable，the views of materials was negatively related to the readability value of material titles，and the proportion of medical terms negatively affected the views of materials significantly.

Key words：readability calculation;health information online;health education materials;food safety

健康信息是指與人们身心健康相关的医学知识、保健知识、健康服务等，健康教育材料是健康教育传播活动中健康信息的载体[1-2]。生态环境恶化问题的加剧不断威胁人类生存条件和身体健康，公众对于健康信息和健康服务的需求也更加多样化和实时性，越来越多的人不满足于通过传统的实体渠道向医生和医疗机构寻求健康咨询和治疗指导，而是主动、积极地从互联网上搜寻获取健康相关信息。……