Korunma Motivasyonlarını Etkileyen Faktörler ve Mesaj Çekiciliğinin Rolü: COVID-19 Bağlamında Bir Araştırma

Yıl 2023, Sayı: 43, 45 - 73, 27.10.2023

Tuncer Asunakutlu , Ali Emre Aydın , Derya Karanfil , Umit Kuvvetli , Tahsin Aydoğan , Seren Düzenli Öztürk , Tuğba Yılmaz

https://doi.org/10.17829/turcom.1308978

Öz

COVID-19 salgını bağlamında tasarlanan iletişim içeriklerinin, bireylerin korunma motivasyonları
ve davranışları üzerindeki etkisinin tespit edilmeye çalışıldığı bu çalışma, COVID-19 salgınının
olumsuz sonuçlarından kaçınmada bireysel önlemlerin öneminden hareketle, bireylerin korunma motivasyonlarını artırmaya yönelik mekanizmayı anlamayı ve bu mekanizmayı harekete geçirecek iletişim
süreçleri geliştirmeyi amaç edinmiştir. Bu amaç doğrultusunda yürütülen araştırma, iki ayrı çalışmadan
oluşmaktadır. İlk çalışmada, çevrim içi olarak uygulanan anket aracılığıyla bireylerin korunma niyetini
etkileyen motivasyon faktörleri incelenmiştir. İkinci çalışmada ise gruplar arası deneysel tasarımdan
faydalanılarak laboratuvar deneyleri yürütülmüş, korku ve rasyonel çekicilik içerikli mesajların korunma
motivasyonları üzerindeki etkisi ölçülmüştür. Elde edilen bulgular, algılanan şiddet, öz yeterlilik ve dışsal
tepki etkinliğinin korunma niyetiyle pozitif ilişkisini ortaya koymaktadır. Ayrıca korku çekiciliğinin,
rasyonel çekiciliğe kıyasla algılanan şiddet üzerinde daha güçlü bir etkiye sahip olduğu sonucuna ulaşılmıştır.
Bulgular sayesinde halk sağlığı sorunlarıyla mücadeleye ilişkin iletişim süreçlerinin daha etkin kılınması
için öneriler geliştirilmiştir. Bu bakımdan çalışmanın sonuçları, bireylerin korunma motivasyonlarının
artırılmasına ilişkin stratejilere rehberlik edebilecek niteliktedir. Bu bağlamda sonuçlar hem bireylerin hem
de toplumun sağlığı için önemli görülmektedir.

Anahtar Kelimeler

Korunma Motivasyonu Teorisi, Korku Çekiciliği, Rasyonel Çekicilik, Covid 19, Deneysel Yöntem

Destekleyen Kurum

Bu çalışma, İzmir Bakırçay Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü tarafından GDM.2021.005 nolu proje kapsamında desteklenmiştir.

Proje Numarası

GDM.2021.005

Factors Affecting Protection Motivations and the Role of Message Appeal: A Research in the Context of COVID-19

Öz

This study examines the effects of the communication contents designed in the context of COVID-19 on
individuals’ protection motivations and behaviors. It aims to understand the mechanism for increasing
the protection motivation of individuals and to develop communication processes that will activate this
mechanism, based on the importance of individual measures in avoiding the negative consequences of
COVID-19. The research carried out for this purpose consists of two separate studies. The first study
examined motivational factors affecting individuals’ intention to protect through an online questionnaire.
The second study carried out laboratory experiments by making use of the between-groups experimental
design, and the effect of messages containing fear and rational appeals on the motivation of protection
was measured. The findings reveal that perceived severity, self-efficacy, and external response efficacy are
positively related to the intention to protect. Additionally, fear appeal has a stronger effect on perceived
severity than rational appeal. In the light of findings, suggestions have been developed to make the
communication processes related to combating public health problems more effective. In this respect, the
results of the study can guide strategies to increase the protection motivation of individuals. In this context,
the results are considered important for the health of both individuals and society.

Anahtar Kelimeler

Protection Motivation Theory, Fear Appeal, Rational Appeal, Covid 19, Experimental Design

Proje Numarası

GDM.2021.005

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