TY  - JOUR
T1  - Sağlık hizmetlerinde ağızdan ağıza iletişim kullanımının yapısal eşitlik modeliyle incelenmesi
TT  - Investigating the use of word-of-mouth communication in health services with structural equation modeling
AU  - Gürcü, Maşide
PY  - 2025
DA  - September
Y2  - 2025
JF  - Sağlık Akademisyenleri Dergisi
JO  - SagAkaDerg
PB  - Dünya Kongre
WT  - DergiPark
SN  - 2148-7472
SP  - 412
EP  - 420
VL  - 12
IS  - 3
LA  - tr
AB  - Amaç: Bu çalışmada, sağlık hizmetlerinde ağızdan ağıza iletişim kullanımını etkileyen faktörlerin Yapısal Eşitlik Modeli (YEM) ile incelenmesi amaçlanmıştır. Gereç ve Yöntem: Araştırma, algılanan risk, iletişimde gönderenin uzmanlığı, iletişimde alıcının uzmanlığı ve gönderici-alıcı arasındaki bağının gücü gibi değişkenlerin tüketicinin satın alma niyeti üzerindeki etkisi analiz edilmiştir. Veriler, Yozgat il merkezinde 18 yaş üstü 450 katılımcıdan 7’li Likert ölçeği ile anket yöntemiyle toplanmıştır. Bulgular: Elde edilen bulgular, ağızdan ağıza iletişimde algılanan risk üzerinde göndericinin uzmanlığının daha güçlü bir etkisinin olduğunu göstermiştir (Stand. Beta = 0.56). Algılanan risk ve bağ gücünün, satın alma niyetinde önemli belirleyiciler olduğu tespit edilmiştir. Sonuç: Araştırma sonuçları, sağlık hizmeti pazarlamasında tüketicinin algıladığı riski azaltmaya ve uzman görüşlerine dayalı bilgilendirmelerin önemine dikkat çekmektedir. Gelecekteki çalışmalarda, farklı bölgelerde benzer analizlerin yapılması ve bu çalışmanın sonuçları ile karşılaştırılması önerilmektedir.
KW  - Sağlık İletişimi
KW  - Tüketici Davranışı
KW  - Sağlık Hizmetleri
KW  - Sağlık Hizmetleri Pazarlaması
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UR  - https://dergipark.org.tr/tr/pub/sagakaderg/issue//1700628
L1  - https://dergipark.org.tr/tr/download/article-file/4876123
ER  -