Sağlık hizmetlerinde ağızdan ağıza iletişim kullanımının yapısal eşitlik modeliyle incelenmesi

Yıl 2025, Cilt: 12 Sayı: 3, 412 - 420, 30.09.2025

Maşide Gürcü

Öz

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.

Anahtar Kelimeler

Sağlık İletişimi , Tüketici Davranışı , Sağlık Hizmetleri , Sağlık Hizmetleri Pazarlaması

Investigating the use of word-of-mouth communication in health services with structural equation modeling

Öz

Objective: This study aims to examine the factors affecting the use of word-of-mouth communication in health services through Structural Equation Modeling (SEM).
Materials and Methods: The study analyzes the effects of variables such as perceived risk, the sender's expertise in communication, the receiver's expertise in communication, and the strength of the sender-recipient bond on consumers' purchase intentions. Data were collected from 450 participants aged 18 and above in the city center of Yozgat using a 7-point Likert scale survey method.
Results: The findings indicate that the sender's expertise has a stronger impact on perceived risk in word-of-mouth communication (Stand. Beta = 0.56). Perceived risk and bond strength were identified as significant determinants of purchase intention.
Conclusion: The results highlight the importance of reducing consumers' perceived risk and the role of expert-based information in healthcare marketing. Future studies are recommended to conduct similar analyses in different regions to allow for comparative insights.

Anahtar Kelimeler

Health Communication , Consumer Behavior , Health Services , Marketing of Health Services

Kaynakça

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