Kamuların Durumsal Kuramı ile Segmentasyon: Türkiye Meme Kanseri Kamuları Örneği

Bu çalışma, Türkiye’deki meme kanseri kamularını, iletişim davranışlarına göre segmente etmeyiamaçlamaktadır. Bu amaca ek olarak çalışma, iletişim davranışını etkileme olasılığı olan, nedene dayalıdavranışları da tespit etmeyi hedeflemektedir. Araştırma modeli olarak Kamuların Durumsal Kuramı(KDK) ve Neden Dayalı Eylem Teorisi’ne (NDET) dayanan bu çalışma, kadın katılımcıların memekanserine yönelik tutumlarının, niyetlerinin ve öznel normlarının onların aktif iletişim davranışlarınınasıl etkilediğini analiz etmektedir. Metodolojik olarak, Türkiye’deki meme kanseri kamularınıniletişimsel davranışını ölçmek için bir anket uygulaması gerçekleştirilmiş, gerçekleştirilen uygulamasonucunda 500 geçerli ve eksiksiz anket verisi elde edilmiştir. Gerçekleştirilen kümeleme analizisonuçlarına 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 durumsalkuramı ile Nedene dayalı eylem teorisinin bir araya getirilmesiyle elde edilen modelin Türkiye’dekimeme kanseri toplumlarını segmentlere ayırmada geçerli bir model olduğu görülmüştür. Bu araştırmaayrıca, 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

This study aims to segment the breast cancer publics in Turkey based on their communicationbehavior. In addition to this purpose, the study seeks to identify reason-based behaviors that may affectcommunication behavior. Based on the Situational Theory of Publics (STP) and the Theory of ReasonedAction (TRA) as research models, this study analyses how the attitudes, intentions, and subjective normsof female participants towards breast cancer affect their active communication behavior. In terms ofmethodology, a questionnaire was carried out to measure breast cancer publics’ communicative behaviorin Turkey by eventually obtaining data for 500 valid and complete questionnaires. A cluster analysisidentified 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 insegmenting breast cancer publics in Turkey. This article further analyzed that subjective norms are thestrongest predictor of health behavior.

Keywords:

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

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