Sağlık hizmeti talebinde influencer etkisinin belirlenmesine yönelik bir ölçek geliştirme çalışması
Yükleniyor...
Tarih
2025
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı, influencerların sağlık hizmet talebi üzerindeki etkisini belirleyen psikometrik bir ölçüm aracının geliştirilmesidir. Bu doğrultuda, İstanbul ilinin Silivri ilçesinde ikamet eden 379 birey çalışma kapsamına dahil edilmiştir. Çalışma kapsamında ölçek geliştirme süreci uygulanmıştır. Bu bağlamda ilk olarak konu ile ilgili literatür taraması yapılıp 30 maddeden oluşan taslak ölçek oluşturulmuştur. Uzman görüşü ve pilot çalışma aşamalarının ardından 3 madde ölçekten çıkarılmıştır. Kalan 27 madde örneklem grubuna uygulanıp veri toplanmıştır. Katılımcılardan veriler yüz yüze ve çevrimiçi yöntemle toplanmış olup, katılımcılara kolayda örneklem yöntemi ile ulaşılmıştır. Toplanan verilerin analizi aşamasında ilk olarak açıklayıcı faktör analizi uygulanmıştır. Yapılan analiz sonucunda 4 faktör, 27 ifadeden oluşan bir yapı tespit edilmiştir. Açıklayıcı faktör analizi ile belirlenen yapının doğruluğunu tespit etmek amacıyla verilere doğrulayıcı faktör analizi uygulanmıştır. Yapılan analiz sonucunda, elde edilen modelin verilere mükemmel uyum sağladığı istatistiki olarak belirlenmiştir. Bu çalışma kapsamında geliştirilen ölçeğin sağlık hizmeti talebinde influencerların etkisinin belirlenmesi için kullanılabileceğine karar verilmiştir.
Digitalization, which has entered human life with digitalization, adds convenience to human life in terms of being fast in work and transactions and providing services that were previously difficult or impossible to access. There is almost no sector left where digitalization has not entered. It is possible to talk about digitalization in today's world, from the health sector to e-commerce. In addition to all these advantages, it is necessary to mention the disadvantages of this process. One of these aspects is the increase in the time spent on platforms defined as social media, which have entered human life with digital devices.The number of individuals who become known through social media is increasing day by day, and it is seen that the segment of influence of these individuals is also expanding. These individuals, defined as influencers in the broadest sense, produce content through social media platforms and gain followers based on this content. Influencers, whose number of followers is increasing, also make paid promotions in order to gain financial gain. This is also a desired situation for the company whose product or service is being promoted. Because companies can spread to much larger audiences through influencers. The health sector is also affected by the products or services promoted through influencers. Especially companies that sell products such as aesthetic products and cosmetic products, which are non-essential health sector needs, aim to spread to large audiences through influencers. In return, the influencer provides financial gain. When the literature is examined, it has been found that influencers have an effect especially on eating behavior, and that this effect increases unhealthy eating behavior. It is possible to see that such studies have been brought to the field mostly in the form of analysis of YouTube videos or semi-structured interviews. Within the scope of this study, it is aimed to introduce a psychometric measurement tool that reveals the influence of individuals from influencers when requesting health services. For this purpose, the scale development process was used within the scope of the study. First, a literature review was conducted on the field and a conceptual framework was created. A draft scale was created within the scope of this conceptual framework. The statements in the draft scale were presented to expert opinion, and then a pilot study was conducted. After these stages, 27 statements remained in the draft scale. The remaining statements were applied to the final sample group within the scope of this study. In the study, 379 individuals over the age of 18 living in Silivri district of Istanbul were included in the sample. These individuals were reached face to face and online using the convenience sampling method. There are various reasons for including the Silivri district of Istanbul province within the scope of the study. This reasons; The authors in the research group have easier access to individuals in the Silivri district and it is almost impossible to cover all 39 districts of Istanbul. The reasons for including Istanbul as a province in the scope of the research are that Istanbul is a metropolis and researchers have the opportunity to collect data.After the data collection phase was completed, the data analysis phase started. In the analysis of the data, firstly, explanatory factor analysis was applied through the IBM SPSS package program. As a result of the factor analysis, a structure consisting of 4 factors and 27 statements was revealed. The factors were named "Negative Influencer Effect, Positive Influencer Effect, Influencer Legal Regulation and Using Influencer for Promotional Purposes" in a way that best explains the expressions collected under them. The accuracy of the structure determined by exploratory factor analysis was determined by confirmatory factor analysis using the IBM AMOS package program. After the analysis, it was determined that the model found by explanatory factor analysis provided a perfect fit. As a result, it was decided that the developed scale could be used to determine the influencer effect on individuals' demand for healthcare services. The unique value of this study is that a psychometric measurement tool that has not been found before in the literature was developed within the scope of this study. The fact that no measurement tool has been found in the literature to directly measure the impact of the influencer on the individual's health demand reveals the importance of this study. It is expected that this study will be a pioneer in the studies that will be added to the field after it. It is recommended that studies in more locations be included in the field and studies with a larger number of samples be included in the field. Thus, it is thought that the importance of the subject will increase.
Digitalization, which has entered human life with digitalization, adds convenience to human life in terms of being fast in work and transactions and providing services that were previously difficult or impossible to access. There is almost no sector left where digitalization has not entered. It is possible to talk about digitalization in today's world, from the health sector to e-commerce. In addition to all these advantages, it is necessary to mention the disadvantages of this process. One of these aspects is the increase in the time spent on platforms defined as social media, which have entered human life with digital devices.The number of individuals who become known through social media is increasing day by day, and it is seen that the segment of influence of these individuals is also expanding. These individuals, defined as influencers in the broadest sense, produce content through social media platforms and gain followers based on this content. Influencers, whose number of followers is increasing, also make paid promotions in order to gain financial gain. This is also a desired situation for the company whose product or service is being promoted. Because companies can spread to much larger audiences through influencers. The health sector is also affected by the products or services promoted through influencers. Especially companies that sell products such as aesthetic products and cosmetic products, which are non-essential health sector needs, aim to spread to large audiences through influencers. In return, the influencer provides financial gain. When the literature is examined, it has been found that influencers have an effect especially on eating behavior, and that this effect increases unhealthy eating behavior. It is possible to see that such studies have been brought to the field mostly in the form of analysis of YouTube videos or semi-structured interviews. Within the scope of this study, it is aimed to introduce a psychometric measurement tool that reveals the influence of individuals from influencers when requesting health services. For this purpose, the scale development process was used within the scope of the study. First, a literature review was conducted on the field and a conceptual framework was created. A draft scale was created within the scope of this conceptual framework. The statements in the draft scale were presented to expert opinion, and then a pilot study was conducted. After these stages, 27 statements remained in the draft scale. The remaining statements were applied to the final sample group within the scope of this study. In the study, 379 individuals over the age of 18 living in Silivri district of Istanbul were included in the sample. These individuals were reached face to face and online using the convenience sampling method. There are various reasons for including the Silivri district of Istanbul province within the scope of the study. This reasons; The authors in the research group have easier access to individuals in the Silivri district and it is almost impossible to cover all 39 districts of Istanbul. The reasons for including Istanbul as a province in the scope of the research are that Istanbul is a metropolis and researchers have the opportunity to collect data.After the data collection phase was completed, the data analysis phase started. In the analysis of the data, firstly, explanatory factor analysis was applied through the IBM SPSS package program. As a result of the factor analysis, a structure consisting of 4 factors and 27 statements was revealed. The factors were named "Negative Influencer Effect, Positive Influencer Effect, Influencer Legal Regulation and Using Influencer for Promotional Purposes" in a way that best explains the expressions collected under them. The accuracy of the structure determined by exploratory factor analysis was determined by confirmatory factor analysis using the IBM AMOS package program. After the analysis, it was determined that the model found by explanatory factor analysis provided a perfect fit. As a result, it was decided that the developed scale could be used to determine the influencer effect on individuals' demand for healthcare services. The unique value of this study is that a psychometric measurement tool that has not been found before in the literature was developed within the scope of this study. The fact that no measurement tool has been found in the literature to directly measure the impact of the influencer on the individual's health demand reveals the importance of this study. It is expected that this study will be a pioneer in the studies that will be added to the field after it. It is recommended that studies in more locations be included in the field and studies with a larger number of samples be included in the field. Thus, it is thought that the importance of the subject will increase.
Açıklama
Anahtar Kelimeler
İnfluencer, Sağlık Hizmeti Talebi, Ölçek Geliştirme, Influencer, Healthcare Demand, Scale Development
Kaynak
Intermedia International E-journal
WoS Q Değeri
Scopus Q Değeri
Cilt
12
Sayı
22
Künye
Karaşin, Y., Törün, U., Karagöz, Y., & Temizer, A. M. (2025). Sağlık Hizmeti Talebinde İnfluencer Etkisinin Belirlenmesine Yönelik Bir Ölçek Geliştirme Çalışması. Intermedia International E-Journal, 12(22), 51-75.
