COVID-19 Koruyucu Davranış Belirleyicilerini Etkileyen Risk Faktörlerinin Algısı

Year 2023, Volume: 37 Issue: 1, 2 - 11, 24.01.2023

Emre Harorlı

Abstract

Dünya Sağlık Örgütü tarafından Covid-19'dan korunmak için tıbbi maske kullanma, fiziksel mesafeye dikkat etme ve sistematik kişisel temizlik gibi koruyucu davranışları önerilmektedir. Ancak salgın, toplumun koruyucu davranışları yeterince yerine getirmemesi nedeniyle özellikle Türkiye'de daha fazla kişiye bulaştığı görülmektedir. Bu çalışma Sağlık İnanç Modeli kapsamında katılımcıların risk algılarının pandemiden korunma davranışları üzerindeki etkisini belirleyerek Sosyal Pazarlama müdahaleleri için kavramsal bir çerçeve oluşturmayı amaçlamaktadır. Veriler, Türkiye Cumhuriyeti’nin 459 vatandaşından çevrimiçi anket yoluyla 5-12 Mayıs 2020 tarihinde toplanmıştır. Önerilen modeli değerlendirmek için AMOS-20 ile Yapısal Eşitlik Modeli uygulan-mıştır. Anketlerden elde edilen veriler, katılımcıların bazı belirgin düşüncelerini ortaya koymakta-dır. Bunlar; COVID-19 insanlar arasında kolayca yayılabilir ve bu nedenle sağlık sistemini çökertme potansiyeline sahiptir; Pandemiden korunmanın en etkili yolu evde kalmaktır; Sağlık Bakanlığı ve Bilim Kurulu’nun açıklamaları yakından takip edilmektedir; Bu hastalık Türkiye ekonomisine ciddi zararlar verecektir ve aşı bulunana kadar salgın devam edecektir. Ayrıca algılanan ciddiyet, algıla-nan engeller, algılanan faydalar ve eylem ipuçları hedef pazarın COVID-19’dan korunmaya yönelik eylemleri üzerinde yüksek ve anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Keywords

Sosyal Pazarlama, Sağlık İnanç Modeli, Covid-19, Doğrulayıcı Faktör Analizi, Yol Analizi, Social Marketing, Health Belief Model, Confirmatory Factor Analysis, Pathway Analysis

Perceptions of Risk Factors that Influence COVID-19 Protective Behavior Determinants

Abstract

Protective behaviors from COVID-19 such as using medical masks, attention to physical dis-tance, and systematic personal cleaning are recommended by the World Health Organization. However, the pandemic infects more people, especially in Turkey, because the public does not adequately fulfill the protective behaviors. This study aims to create a conceptual framework for social marketing interventions within the scope of the health belief model by identifying the impact of participants' risk perceptions on their pandemic prevention behaviors. Data were col-lected from 459 citizens of the Republic of Turkey through an online survey between May 5 and 12, 2020. The structural equation model was performed with AMOS-20 to assess the proposed model. The data obtained through the surveys indicate some apparent thoughts of participants: COVID-19 can easily spread between people and therefore, has the potential to collapse the health system; the most effective way to protect from the pandemic is to stay at home; state-ments from the Ministry of Health and the Scientific Committee are closely followed; this disease will cause significant damage to the Turkish economy; and the pandemic will continue until a vac-cine is available. Besides, perceived severity, perceived barriers, perceived benefits, and cues to action have a highly significant impact on the target market’s actions toward avoiding COVID-19.

Keywords

Social Marketing, Health Belief Model, Confirmatory Factor Analysis, Pathway Analysis

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