THE IMPACT OF CONSPICUOUS CONSUMPTION TENDENCY ON HEALTH-SEEKING BEHAVIOR

Öz

The aim of this study is to determine the impact of individuals' conspicuous consumption tendencies on health-seeking behaviors and to examine differences according to various demographic variables. The sample of the study consists of 402 individuals aged 18 and older residing in the Marmara region. Conspicuous consumption and health-seeking behavior scales were applied as data collection instruments. For data analysis, t-tests and ANOVA tests were applied to analyze differences, and PATH analysis was conducted to determine the impact of conspicuous consumption perception on health-seeking behavior. SPSS 25 and AMOS 23 software packages were utilized for data analysis. It was found that, although participants generally had low perceptions of conspicuous consumption, these perceptions significantly impacted their health-seeking behaviors. The results indicated that conspicuous consumption tendencies significantly influenced all sub-dimensions of health-seeking behavior. The study found no significant differences in either health-seeking behavior or conspicuous consumption behavior across various demographic factors, including age, income level, marital status, annual medical treatments, consistent medication use, and chronic disease presence. The study concluded that participants generally had low perceptions of conspicuous consumption, but this perception had a significant impact on health-seeking behaviors. Particularly, conspicuous consumption played a determining role in online health-seeking behavior. It emphasizes the importance for healthcare providers and marketers to take into account the conspicuous consumption perception in order to understand individuals' health-seeking behaviors and develop effective strategies.

Anahtar Kelimeler

• Digital Health
• Traditional Healthcare
• Consumerism
• Healthcare Services

GÖSTERİŞÇİ TÜKETİM EĞİLİMİNİN SAĞLIK ARAMA DAVRANIŞI ÜZERİNDEKİ ETKİSİ

Öz

Bu çalışmada amaç, bireylerin gösterişçi tüketim eğilimlerinin sağlık arama davranışları üzerindeki etkisini belirlemek ve çeşitli demografik değişkenlere göre farklılıkları incelemektir. Çalışmanın örneklemini, Marmara bölgesinde ikamet eden 18 yaş üstü 402 kişi oluşturmaktadır. Veri toplama aracı olarak gösterişçi tüketim ve sağlık arama ölçekleri kullanılmıştır. Verilerin analiz edilmesinde, fark analizleri için t testi ve ANOVA testleri uygulanmıştır. Gösterişçi tüketim algısının sağlık arama davranışı üzerindeki etkisini belirlemek amacıyla PATH analizi yapılmıştır. Verilerin analiz edilmesinde SPSS 25 ve AMOS 23 paket programları kullanılmıştır. Katılımcıların genel anlamda gösterişçi tüketim alışkanlıklarının düşük, profesyonel sağlık arama davranışlarının ise yüksek olduğu tespit edilmiştir. Gösterişçi tüketim eğiliminin, sağlık arama davranışının tüm alt boyutları üzerinde anlamlı şekilde etkili olduğu bulgulanmıştır. Yaşa, gelir düzeyine, medeni duruma, yıllık tedavi sayısına, devamlı kullanılan ilacın olup olmamasına ve kronik hastalık durumuna göre sağlık arama davranışı ve gösterişçi tüketim davranışının farklılık arz etmediği tespit edilmiştir. Araştırmada, katılımcıların gösterişçi tüketim algılarının genel olarak düşük olduğu, ancak bu algının sağlık arama davranışları üzerinde önemli bir etkisi olduğu belirlenmiştir. Özellikle online sağlık arama konusunda gösterişçi tüketimin belirleyici bir rolü olduğu tespit edilmiştir. Sağlık hizmeti sağlayıcılarının ve pazarlamacıların, bireylerin sağlık arama davranışlarını anlamak ve etkili stratejiler geliştirmek için gösterişçi tüketim algısını dikkate almasının önemli olduğu sonucuna varılmıştır.

Anahtar Kelimeler

• Online Sağlık
• Geleneksel Sağlık
• Tüketim
• Sağlık Hizmetleri

Kaynakça

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