視覺健康傳播的基本作用旨在透過視覺勸服給予民眾提供準確和清晰的資訊，引導其做出正確的判讀，從而改變或促進目標受眾之態度和行為。因此，視覺訊息是公共衛生傳播和教育的一個關鍵考量因素。本研究透過視覺訊息探究民眾的不同構面之感知、效能與行為意向等維度，提出表情符號（emoji）作為視覺元素之於健康訊息傳播中的設計應用範式。作為計算機介導通訊（computer-mediated communication, CMC）中的非語言線索，emoji提供了重要的視覺資訊以補充文本，形成整體含義，助於傳達情感、或充當了一種象徵社會情境的社交符號。越來越多的學者也呼籲使用emoji來傳達科學訊息，聲稱在理論和實踐中，emoji在不同學門領域有出其不意的研究效果。這種跨語言和跨文化的視覺符號可以在不同構面影響個體的感知以及行為。目前在健康傳播中對於emoji之應用研究已塑造出雛形，emoji的數據庫也在傳播學者和設計師們的努力下逐漸被完善，包含對象的描述、文化的輸出、種族與國籍的代表等；但對於emoji在健康傳播中的應用導引並未被總結，也仍匱乏以emoji為主要視覺語言之健康傳播之理論參考。因此，本研究試圖將健康信念模型（Health belief model, HBM）、擴展並行過程模型（Extended parallel process model, EPPM）等健康傳播模型，加之視覺勸服、訊息過載等理論結合，探究如何透過emoji來增強民眾感知效用與行為意向，以訊息設計不同屬性輔助論述，並試圖構建相應訊息設計建議。
本文的研究目的在透過emoji應用於健康訊息傳播以期檢視民眾之感知與行為意向，並為該視閾下的emoji提供應用之建議。具體為（1）探討健康傳播面臨流行疾病衝擊之困境下，提出emoji作為健康傳播的視覺語言，檢測其效應和使用性；（2）從感知與行為間之關聯性探討emoji對視覺健康傳播的影響；（3）結合健康傳播、視覺勸服和語言學相關理論，以emoji作為視覺語言歸納並構建適用於視覺健康傳播之訊息設計導引。
本研究展開兩大議題對emoji作為視覺語言介入健康傳播進行探討，議題一以三階段實證研究勘探emoji在健康傳播中的作用，透過雙因子變異數分析（Two-way ANOVA）、自動文本分析（automated content analysis）等方法進行分析，每一階段之研究作為後續研究的基礎。議題二由議題一之結論所形塑，根據視覺勸服、訊息設計以及語言學角度提出健康emoji（health-allied emoji）作為健康傳播之視覺語言，並透過焦點團體討論、多重標準分析（multi-criteria analysis）與文本分析解讀emoji之使用數量、頻次、位置、詞性等並構建應用導引，為健康訊息設計提供設計建議與理論參考。
本文透過有效的實驗設計、數據收集、分析與討論，得出具有實際效用之研究結果。基於這些討論結果，基於多學科（傳播學、設計學、語言學）相關理論為輔佐，以用戶感知、行為意向以及設計為參考依據試圖歸納「健康emoji」應用導引。研究結果為健康傳播中視覺訊息設計相關研究提供理論模式參考和設計實踐建議，同時針對emoji在健康傳播中的使用進行合理性、實用性之模式歸納。

The primary role of visual health communication is to provide accurate and clear information to the public through visual persuasion, assisting them in making informed judgments, thereby influencing or promoting attitudes and behaviors among the target audience. Therefore, visual information is a crucial consideration in public health communication and education. This study explores various dimensions of public perception, self-efficacy, and behavioral intentions through visual information. It proposes the use of emoji as design paradigms for visual elements in health information communication. As non-verbal cues in computer-mediated communication (CMC), emojis provide crucial visual information to complement text, shaping overall meaning and aiding in conveying emotions or serving as symbols of social contexts. Scholars increasingly advocate for the use of emoji to communicate scientific information, asserting unexpected research effects across different academic disciplines in both theory and practice. These cross-linguistic and cross-cultural visual symbols can impact individuals' perceptions and behaviors across various dimensions. Current research on the application of emoji in health communication has taken shape, and databases of emoji have gradually improved with contributions from communication scholars and designers. These databases include descriptions of objects, cultural expressions, and representations of race and nationality. However, a comprehensive guide on the application of emoji in health communication and a theoretical framework for health communication primarily relying on emoji remain lacking. Therefore, this study attempts to integrate health communication models such as the Health Belief Model (HBM), the Theory of Planned Behavior (TPB), and visual persuasion, information overload theories, exploring how emoji can enhance public perception and behavioral intentions. The goal is to provide design recommendations for messages with different attributes, contributing to the development of a theory for health communication predominantly using emoji.
This study aims to explore the application of emoji in health information dissemination, examining public perception and behavioral intentions, and providing guidance for the application of emoji in this visual context. Specifically, the objectives are as follows:
(1) Investigate the use of emoji as a visual language in health communication, particularly in addressing the challenges faced by health communication during the impact of infectious diseases. Examine the main effects and usability of emoji in this context;
(2) Explore the impact of emojis on visual health communication by examining the correlation between perception and behavior;
(3) Combining the theories of health communication, visual persuasion and linguistics, to summarize emoji as a visual language and construct an information design guideline applicable to visual health communication.
(4) Integrate health communication, visual persuasion, and linguistic theories, categorizing emoji as a visual language, constructing guidelines applicable to visual health communication, and providing recommendations for future visual health communication design.
This study unfolds two issues to explore the intervention of emoji as a visual language in health communication. Issue 1 involves a three-stage empirical investigation into the role of emojis in health communication, employing analytical methods such as two-way analysis of variance (ANOVA), automated-content analysis, and others. The findings from each stage of the research serve as the foundation for subsequent studies. Building upon the conclusions drawn from issue 1, issue two proposes health-allied emoji as a visual language for health communication. This proposition is formulated based on perspectives from visual persuasion, information design, and linguistics. Through focus group discussions, multi-criteria analysis, and content analysis, the study interprets the usage metrics of emoji, including quantity, frequency, placement, and part of speech. This analysis is utilized to construct an application guide, providing design recommendations and theoretical references for health information design.
Through effective experimental design, data collection, analysis, and discussion, this paper presents research results that have practical utility. Based on these discussion outcomes and supported by multidisciplinary theories from communication studies, design, and linguistics, the study aims to derive guidelines for the application of “health-allied emoji”. User perceptions, behavioral intentions, and design principles serve as reference points for this synthesis. The research findings contribute theoretical model references and practical design suggestions for studies related to visual information design in health communication. Simultaneously, the study provides a reasoned and practical synthesis of patterns regarding the application of emoji in health communication.

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