| ObjectiveThe paper using the theory of uses and gratifications, from audience’s perspective, to understand the motivation, needs and attitudes of patients and their families for nosocomial official account. According to the questionnaire, the current operation status of a Kaifeng Third-grade hospital nosocomial official account and the cognitive status of doctor-patient communication from the patient and their families will be analyzed; the impacts of nosocomial official account on the communication between patients and hospitals will be discussed; the useful advices to medical institutions for establishing a new communication method by using internet will be provided.MethodWe will select some patients and their families from a Third-grade hospital in Kaifeng for investigation. There are 736 volunteers who are 18 to 60 years old. The investigation tools include general questionnaire, satisfaction survey and current situation of WeChat official account survey. The SPSS22.0 will be used to analyze these data. The statistical method includes statistical description, two independent samples t-test, variance analysis and correlation analysis.Results1. The result shows that there were 528(71.7%) candidates using WeChat. Furthermore, there were 192(26.1%) candidates following the official account of ‘The First Affiliated Hospital of Henan University’. From gender perspective, the percentage of male candidates is 39.6 and the figure for female is 60.4%. From age perspective, there were 68.7% of candidates are younger generation who born after 1970 s or 1980 s. There were 57.3% and 45.8% of candidates claim that they are following the official account for inquiring healthy knowledge and hospital information. Furthermore, the 31.3% and 23.4% of respondents use it for appointment register and online consultation respectively. The follower are mainly from four parts, in terms of nosocomial publicity(70.8%), TV and newspaper(33.3%), the hospital website and Weibo(29.2%) and friends and their friend cycle in WeChat(20.8%). The most popular topics are scientific knowledge propagation(64.6%), expert presentation(39.6%) and the notification about medical activities(32.3%) and the stories between patients and hospital(22.9%). The daily using time for 75.5% of candidates are less than 5 minutes. For 72.9% candidates use this official account one to four times weekly.2. The score of using attitude is 23.96±2.92(full mark is 30). There are 87.6% of candidates have a positive evaluation for hospital WeChat official account; The score of usefulness is 33.46±5.24(full mark is 40). It means that the 83.3% of people claim the hospital WeChat official account is useful; The score of accessibility is 20.75±4.08(full mark is 30), which means that 81.3% of candidates regard the nosocomial official accounts of WeChat as a sort of easy-to-use software; The score of potential is 17.42 ±3.79(full mark is 25). There are 53.6% of patients and their families think the hospital WeChat official account will be more popular in the future.3. The evaluation of the communication and relationship between hospitals and patients by patients and their families is 39.85±6.00(full mark is 50).4. The single factor analysis of affecting the communication between hospital and patients. The difference between patients and their families in terms of age, address and education are significant in statistics.(P<0.05)5. There are positive relationship between the usage, usefulness, accessibility, using attitude, potential and recognition, and the correlation coefficients are 0.435、0.276、0.182、0.155. Moreover, the correlation analysis of the communication between hospitals and patients are statistically significant(P<0.05).6. The difference in score of cognition between patients following official accounts and patients not following official accounts are significant in statistics.(P <0.05)Conclusions1. Patients and their families are not pay much attention to hospital WeChat official accounts. However, most of them keep a tolerant and positive attitude. The official account should be mainly recommended to the generations after 1970 s, 1980 s and 1990 s. Additionally, it is better to add some female health sections.2. The communication between hospital and patients relate to the usefulness, accessibility and potential of WeChat official accounts. In addition, there are positive impacts of accessibility and usefulness on the communication between hospital and patients. The WeChat official accounts should be built to promote scientific knowledge and to simplify the structure of looking doctor.3. The hospital WeChat official accounts are able to improve the communication between hospitals and patients. It also promotes patients and their families to notice that the importance of the communication between hospital and patients. |
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