網路普及使得有關醫師資訊之傳播成本較低，民眾在網路上獲得醫師資訊做醫療決策參考變得更為簡單。因此本研究希望藉由分析現今網路醫師資訊，了解醫師個人資訊與醫師專業資訊的內容特性與數量之揭露情形，同時了解醫師在網路的形象如何形成。本研究從Google搜尋引擎蒐集共4,500筆資料作為研究樣本，分析框架包含網站類型、醫師個人資訊、醫師專業資訊以及附加描述醫師形象方式，以內容分析法逐筆編碼其內容並提出結論，最後提供建議給醫師資訊需求者與醫師資訊提供者作為參考。

The popularization of the Internet reduces the communication cost of physicians’ information. It is easier for customers obtaining the online physicians’ information to make medical decisions. Thus, this study aims to analyze the disclosure of physicians’ information on the Internet, find out the contents, numbers, and the characteristic of physicians’ personal information and professional information, and understand how the information describes physicians’ image. The sample size is 4,500 which collected from the Google search engine, and the study framework contains the types of website, the physicians’ personal information, the physicians’ professional information, and the additional descriptions about physicians’ image. This study conducts the content analysis, and the results are shown to provide some suggestions to the physician information seekers and physician information providers.

內容分析；醫師資訊揭露；就醫選擇資訊；網路醫師資訊

Content Analysis; Choosing a Doctor; Physician Information Disclosure; Choosing a Physician; Online Physician Information