ORGAN BAĞIŞINA SOSYAL PAZARLAMA YAKLAŞIMI: ÜNİVERSİTE ÖĞRENCİLERİNİN ORGAN BAĞIŞINA İLİŞKİN TUTUM VE NİYETLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2012, Cilt: 14 Sayı: 1, 169 - 190, 03.06.2012

Hasan Hüseyin Ceylan Serdar Aydın

Öz

Bu çalışmada organ bağışı sosyal pazarlama perspektifinden ele alınmıştır. Planlı Davranışlar Kuramı temel alınarak oluşturulan çalışma modeli, üniversite öğrencileri örnekleminde analiz edilmiştir. Çalışma modeline, planlı davranışlar kuramında bulunmayan, ancak organ bağışında önemli bir faktör olarak kabul edilen algılanan risk değişkeni eklenmiştir. Çalışma modelinin analizi, modelin bir bütün olarak değerlendirilebildiği yapısal eşitlik modellemesi ile Lisrel 8.51 programında gerçekleştirilmiştir. Analiz sonucunda; modelde yer alan bütün yollar anlamlı ve bir bütün olarak modelin kabul edilebilirliğini gösteren uyum iyiliği değerleri, kabul edilebilir değerlerin üzerinde bulunmuştur. Analiz sonuçlarına göre, organ bağışına ilişkin davranışsal kontrol arttıkça algılanan risk azalmaktadır. Çalışmada ayrıca algılanan riskin, tutum ve öznel normu olumsuz; tutum ve öznel normun, niyeti olumlu olarak etkilediği belirlenmiştir.

ABSTRACT
This study explores organ donation from social marketing perspective. The study model based on the Theory of Planned Behavior was analyzed in a sample of university students. The variable of risk, not originally included in the Theory of Planned Behavior but a significant factor in organ donation, was also X. 1L. -^ -X ...__ that all paths in the model were meaningful and the goodness of fit values, which illustrate the overall acceptability of the model, were above acceptable levels. The results indicated that as behavioral control on organ donation increases, perceived risk decreases. The results also revealed that perceived risk negatively affects attitude and subjective norm, and attitude and subjective norm positively affect intention of organ donation.

Anahtar Kelimeler

Sosyal Pazarlama , Organ Bağışı , Planlı Davranışlar Kuramı , Yapısal Eşitlik Modellemesi. , Social Marketing , Organ Donation , the Theory of Planned Behavior , Structural Equation Modeling.

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