為國民的健康把關，通常是政府作為實現國民健康權的一種具體作為，有關國民的用藥安全更是政府責無旁貸的責任。本論文著眼於「虛擬藥房」的藥品廣告刺激一般常民用藥的消費過程，政府基於保護國民健康所採取的介入方式是「法規範」對藥品廣告的管理，此種管理方式隨著藥品本身與商業言論的時空變遷會有緊縮或放寬的變革，然而易侷限於專業精英討論的上層層次；後有主管機關意識到常民健康的落實須直達正確的用藥觀念，以健康促進作為彌補上層可能無法下達困境的下層層次。 本論文以為，此二層次對應的概念仍屬「由上對下」的意識，亦即「政府」下對「常民」的概念。這種由上而下的把關做法，在維護國民「健康權」的國家、社會與個人法益上固然有其必要；惟欲落實整體健康權的實踐，仍須回歸「健康素養」的具體貫徹。亦即，本論文主張政府所主導的法規範或健康促進的作為，必須同時伴隨常民健康素養的賦權，兼顧「由下而上」的作法，不斷促使法規範與社會現實互為主體，則法規範才能真實維護與實踐國民的「健康權」。 / It is the constitutional and legal responsibility of the State to protect people’s health and achieve “the right to health” via, among others, the provision of safe medicines. The vast amounts of advertisings have challenged the State to providing safety access to medicines. This thesis focuses on the advertisings of “virtual pharmacies”, and attempts to investigate how they stimulate consumer behaviors. Legally, the State controls pharmaceutical advertising by means of various different legislative and administrative measures. Nonetheless, this “top-down” process has had only limited effects due to rapid social change and the evolution of the protection of commercial speech. This thesis argues that, to fill the gap, the promotion and development of “health literacy”, i.e. a “bottom-up” way, could be the answer to a meaningful control of pharmaceutical advertisings. This thesis conducts empirical analyses and applies them to various theories of political economy regarding pharmaceutical advertising. Moreover, the relationships between “health literacy” and “the right to health” are also elaborated. It is argued that to substantiate the constitutional “right to health”, the best way is to promote and develop the concept of “health literacy”. Only through empowering the consumers with the proper knowledge of “health literacy” can the State, assisted by the implementation of relevant laws, fulfills its responsibility. “Health literacy” is as important as law itself, and the latter cannot satisfactorily operate to arrive at the desired results without the construction of the former.

N世代青年族群是開始以網路為主，資訊傳遞翻轉的新興世代，本研究藉由資訊-動機-行為技能模式（簡稱IMB模式）瞭解影響青年族群正確用藥行為的因子，探討青年族群醫藥素養、個人態度、用藥自我效能、行為障礙感知、醫藥傳播資訊暴露程度及正確用藥行為的發展現況，藉此發現喚起病人或家屬對病人安全及醫療風險認知的切入點，並增加警覺及主動積極性行為，與醫藥人員共同合作。為自己的健康狀態把關。 本研究所採用的方法是網路問卷調查，針對1977年到1997年出生的N世代青年族群蒐集資料，共獲得1,198份有效問卷。 本研究發現青年族群整體的用藥行為偏向經常做到，其中實踐程度由高至低依序為堅持正當藥品取得方式、主動告知身體狀況、看清楚用藥標示和主動諮詢專業。青年族群九成九以上有高醫藥素養，有六成以上的受訪者得到滿分。大部分青年族群偏向「同意」有正向的用藥態度；自我效能整體的認同度偏向於「同意」。受訪者對於用藥行為障礙感知程度整體偏向「不同意」有用藥行為障礙。 多數青年從媒體獲得醫藥資訊的頻率偏向「每月1~2次」為主。整體面向暴露由高至低為專業管道、傳統大眾媒體及新興網路。青年族群前三大醫藥資訊暴露管道依序為Facebook、電視、醫護人員，而BBS、大眾運輸工具看板、海報、傳單、宣傳手冊、產品包裝等是接著依序常用的管道。 醫藥素養只對堅持正當藥品取得方式有統計顯著正向預測力。個人態度和自我效能與用藥行為的四項依變項主動告知身體狀況、看清楚用藥標示、堅持正當藥品取得方式和主動諮詢專業，在相關分析及階層複迴歸分析都顯示有統計顯著正向相關。行為障礙感知與用藥行為的四項依變項主動告知身體狀況、看清楚用藥標示、堅持正當藥品取得方式和主動諮詢專業，在相關分析及階層複迴歸分析都顯示有統計顯著負向相關。 傳統大眾媒體與主動告知身體狀況、看清楚用藥標示和主動諮詢專業，在相關分析顯示有統計顯著正向相關，但階層複迴歸分析都未有統計顯著預測力；堅持正當藥品取得方式在相關分析及階層複迴歸分析都是顯著負向相關。新興網路與主動告知身體狀況和主動諮詢專業，在相關分析及階層複迴歸分析顯示都有統計顯著正向相關；新興網路與看清楚用藥標示，在相關分析顯示有統計顯著正向相關，但階層複迴歸分析未有統計顯著預測力；新興網路與堅持正當藥品取得方式在相關分析及階層複迴歸分析都是顯著負向相關。專業管道與主動告知身體狀況、看清楚用藥標示和主動諮詢專業，在相關分析及階層複迴歸分析顯示都有統計顯著正向相關；專業管道與堅持正當藥品取得方式在相關分析是顯著負向相關，但階層複迴歸分析中是無統計顯著預測力。 本研究的主要貢獻是證實藉由IMB模式的各項因子，都能有效預測部分或全部的正確用藥行為，尤其是個人態度、自我效能及行為障礙感知這三面向，並且呼應行為技能是影響行為的重要關鍵。因此往後如果有醫藥行為要推廣或宣傳時，就可以藉助IMB模式的因子為原型、大綱，相信會有更好的效果產生，也希望有人可以做後續相關研究，證實IMB模式的可行性。 / The Net Generation is the first generation to grow up in the digital world. The goal of this study is to understand the medical behavior of the Net Generation using the information-motivation-behavioral skills (IMB) model and the conditions of health literacy, personal attitudes, medical self-efficacy, the perception of behavioral barriers, the level of media exposure and medical behavior. To emphasize patient safety and medical risks, we tried to find the way to improve the awareness and active behavior to cooperate with medical professionals and to maintain self-health. The 1,198 effective samples were collected from people who were born between 1977 and 1999 through a web questionnaire. The study found that the Net Generation usually had correct medication-taking behavior. The frequency of the behavior from high to low was obtaining medicine through official channels, actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. Over 99% of the participants had high health literacy and over 60% got full scores. Most of the participants tended to agree that they had positive personal attitudes and self-efficacy but disagreed they had the perception of behavioral barriers. Most of the participants obtained medical information through media once or twice a month. The exposure to media from high to low was professional channels, traditional mass media, and internet. The exposure to media channels in order were: Facebook, television, medical professionals, BBS, public transportation boards, and advertising brochures. Health literacy could only positively predict actively telling self-conditions. Personal attitudes and self-efficacy could positively predict four dependent variables of correct medication-taking behavior including obtaining medicine through official channels, actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. And, the perception of behavioral barriers could negatively predict them. There were some statistically positive correlations between traditional mass media and correct medication-taking behavior including actively telling self-conditions, clearly reading medication labels, and actively consulting medical professionals. However, there was no prediction in hierarchical regression. There was a statistically negative correlation in Pearson’s correlation and hierarchical regression between traditional mass media and obtaining medicine through official channels. There were statistically positive correlations in Pearson’s correlation and hierarchical regression between internet and actively telling self-conditions or actively consulting medical professionals. However, there was a statistically negative correlation between internet and obtaining medicine through official channels. There was a statistically positive correlation between the internet and clearly reading medication labels but there was no prediction in hierarchical regression between them. There were statistically positive correlations in Pearson’s correlation and hierarchical regression between professional channels and actively telling self-conditions, clearly reading medication labels, or actively consulting medical professionals. There was a statistically negative correlation between professional channels and obtaining medicine through official channels but there was no correlation in hierarchical regression. The main contribution of this study was to support the argument that the IMB model could predict correct medication-taking behavior, especially when personal attitudes, self-efficacy and the perception of behavioral barriers are looked at. Therefore, behavioral skills were the key to correctly using medication. If someone wants to do medical behavior promotions, then the concept of the IMB model could be very effective.