Kamuların Durumsal Kuramı ile Segmentasyon: Türkiye Meme Kanseri Kamuları Örneği

Öz

Bu çalışma, Türkiye’deki meme kanseri kamularını, iletişim davranışlarına göre segmente etmeyi
amaçlamaktadır. Bu amaca ek olarak çalışma, iletişim davranışını etkileme olasılığı olan, nedene dayalı
davranışları da tespit etmeyi hedeflemektedir. Araştırma modeli olarak Kamuların Durumsal Kuramı
(KDK) ve Neden Dayalı Eylem Teorisi’ne (NDET) dayanan bu çalışma, kadın katılımcıların meme
kanserine yönelik tutumlarının, niyetlerinin ve öznel normlarının onların aktif iletişim davranışlarını
nasıl etkilediğini analiz etmektedir. Metodolojik olarak, Türkiye’deki meme kanseri kamularının
iletişimsel davranışını ölçmek için bir anket uygulaması gerçekleştirilmiş, gerçekleştirilen uygulama
sonucunda 500 geçerli ve eksiksiz anket verisi elde edilmiştir. Gerçekleştirilen kümeleme analizi
sonuçlarına göre, Türkiye’de var olan üç meme kanseri türü tespit edilmiştir: Kayıtsız kamular (n =
191), Bilinçli kamular (n = 144) ve Dengeli kamular (n = 159). Sonuç olarak, Kamuların durumsal
kuramı ile Nedene dayalı eylem teorisinin bir araya getirilmesiyle elde edilen modelin Türkiye’deki
meme kanseri toplumlarını segmentlere ayırmada geçerli bir model olduğu görülmüştür. Bu araştırma
ayrıca, öznel normların sağlık davranışının en güçlü tahminleyicisi olduğunu da göstermektedir.

Anahtar Kelimeler

• nedene dayalı eylem teorisi
• kamu segmentasyonu
• meme kanseri
• kamuların durumsal kuramı
• sağlık iletişimi

Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey

Öz

This study aims to segment the breast cancer publics in Turkey based on their communication
behavior. In addition to this purpose, the study seeks to identify reason-based behaviors that may affect
communication behavior. Based on the Situational Theory of Publics (STP) and the Theory of Reasoned
Action (TRA) as research models, this study analyses how the attitudes, intentions, and subjective norms
of female participants towards breast cancer affect their active communication behavior. In terms of
methodology, a questionnaire was carried out to measure breast cancer publics’ communicative behavior
in Turkey by eventually obtaining data for 500 valid and complete questionnaires. A cluster analysis
identified three breast cancer public types to exist in Turkey: Indifferent (n = 191), Conscientious (n =
144), and Moderate (n = 159). As a result, combining STP with TRA was found to be a valid model in
segmenting breast cancer publics in Turkey. This article further analyzed that subjective norms are the
strongest predictor of health behavior.

Anahtar Kelimeler

• Situational theory of publics
• theory of reasoned action
• public segmentation
• breast cancer
• health communication

Kaynakça

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