【摘要】 目的:探讨医生个人微信公众号的传播行为特点及其对构建医生形象的作用。方法:对于目前在国内具有一定影响力且账号注册主体为国内大型公立医院在职医生的54个微信公众号,通过Excel 2017和SPSS 19.0软件对公众号运营主体基本信息、发布文章数量、文章内容、原创率、更新频率、粉丝数量、平均阅读量、回复互动情况等进行多维度统计分析。结果:54个微信公众号注册主体大多数具有副高以上专业技术职称(77.78%),发表文章数量上存在较大差异,在学科和地区分布上也存在差异。公众号发表文章内容主要为医学科普(66.94%)、人文伦理(21.62%)、学术交流(8.16%)和其他信息(3.28%)。结论:医生个人微信公众号传播行为存在不足,在文章内容专业性、适宜性等方面需进一步改进;社会需要更多专业、自律的医生自媒体。更多还原

【Abstract】 Objectives:To analyze characters of doctor Wechat communication and the roles on shaping doctor image.Methods:54 Wechat numbers which is wide abroad and ID is doctor in large hospital in China have been selected.The basic information,the number of articles,content,orginal rate,updating,funs,numbers of reading and communication of Wechat had been analyzed.Results:77.8% of 54 Wechat number owners got association professor and sbove title.Articles,disciplines and areas of Wechat got significant gap.The top 3 content of articles are medical science popularization(66.94%),humanistic(21.62%) and academic communication(8.16%).Conclusions:There are deficiencies in doctor Wechat communication such as professional and suitability in content and it needs more professional and self-disciplined doctor we-media.更多还原