针对社交媒体中健康信息质量不高,国民健康信息素养水平整体偏低,缺少对健康信息的辨别机制等现状,本研究从微信朋友圈转发的健康信息中选取样本,分析真、伪健康信息的特征,构建伪健康信息特征列表,以帮助用户提高对健康信息的辨别能力,提升他们的健康信息素养.为此,本研究收集了482条健康信息作为样本,利用辟谣平台和邀请专家对其真伪进行判断.通过三轮真伪健康信息的辨别,将样本分为真、伪健康信息,进而基于信息质量评价框架,使用NVivo质性数据分析工具,通过开放编码分析真、伪信息的特征,并通过卡方检验,验证真伪健康信息特征的差异,尤其是伪健康信息的显著特征.研究发现,真伪健康信息的转发行为受转发者的性别、职业的影响.伪健康信息具有的显著特征体现在缺乏可信度、准确性、合理性及相关支持等方面,其中包括标点问题、不当空格、诱导性文字、文题不符、强烈的个人观点、内容重复、内容不完整、假借权威等中文语境下独有的特征.本研究据此构建伪健康信息列表,提供伪健康信息识别的工具.同时,本研究识别的伪健康信息特征有助于健康信息系统设计相应的机制,通过不同的技术手段,屏蔽或清除此类伪健康信息,从而从根本上提高网络健康信息的质量,净化网络健康信息环境.%The study explores the features of real and fake health information to help improve health information quality in social media. The sample includes 482 pieces of information collected from WeChat. The study first identi-fies real and fake health information through a three-round process involving rumor identification platforms and health experts. Then, the information was imported to NVivo for open coding to identify the features of real and fake information based on a framework that helps to assess information quality. The study conducted Chi-Square tests to identify significant features of fake information, based on which we can develop a feature list of fake health informa-tion. The results indicate that gender and occupation affect users' real and fake information dissemination behavior. Fake information has some salient features that differentiate it from real information in terms of credibility, accuracy, reasonability, and support. In particular, some features, such as punctuation errors, inappropriate use of space, in-duced text, mismatch between the title and content, strong personal views, redundancy, incomplete content, and under the guise of authority, are typical of fake health information in the Chinese context. The study develops a feature list for fake health information and provides a tool to identify fake health information in social media. It can also help health information systems to develop some mechanism to screen or delete fake information, in order to improve in-formation quality and online health information environment.
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