RESUMEN
【Objective】 To study how blood donation intention among college students was influenced by publicity information (framework effect), individual characteristic (altruistic personality) and micro-system of the social ecological systems(organization trust) through the viewpoints of social psychology, sociology and behavioral economics, aiming at providing new strategies for donors recruitment in colleges. 【Methods】 A total of 1 225 questionnaires were distributed to four universities in Xiamen and Quanzhou, Fujian Province from June 2021 to December 2021, with blood donation publicity information included, to investigate the blood donation intention, altruistic personality, organization trust and demographic characteristics. 【Results】 A total of 99.18%(1 215/1 225)of the collected questionnaires were valid.The average score of blood donation intention was (76.40 ± 24.31) (the range of value was 0-100). Multiple linear regression showed that altruistic personality and organization trust were positively associated with donation intention (P<0.05). Altruistic personality and organization trust had a significant interaction; with the increase of organization trust, the correlation between altruistic personality and donation intention would decrease (P<0.05). In addition, the publicity information had significant frame effect on blood donation intention when other variables in the regression model were controlled (P<0.05). Compared to the negative framework, the positive framework can promote the donation intention better. 【Conclusion】 When recruiting potential blood donors among college students, positive image of blood centers is conductive to promote organization trust therefore promote donation intention.The effective use of framework effect to boost blood donation intention might improve the efficiency of donor recruitment to a certain extent.
RESUMEN
【Objective】 To investigate the factors influencing individual′s intention to donate blood, so as to provide targeted recruiting strategies for blood collection agencies. 【Methods】 Since behaviors can be changed by threat appraisal and coping appraisal in terms of protection motivation theory(PMT), a questionnaire including risk of health, fear, safety risk, policy risk, reaction acceptance, knowledge concerning donation, donation reward, self-efficiency, and donation intention was composed. Blood donors, their companions and pass-by respondents at one street donation site in the urban area of Beijing were selected through convenience sampling from April to August 2019. 【Results】 732 out of 800 questionnaires were valid, and the score of blood donation intention was 4.238±0.744. Univariate analysis demonstrated that the blood donation intention of men was significantly higher than that of women (P<0.05). Multivariate regression suggested that the most effective factor was self-efficacy (P<0.05) and knowledge concerning donation (P<0.05). The intention to donate blood was discouraged by safety risk (P<0.05) and fear (P<0.05). Compared with those without blood donation experiences, the fear of first-time blood donors could reduce the intention to donate blood in the future (P<0.05). 【Conclusion】 Measures to improve individual′s self-efficacy, popularize knowledge concerning blood donation, and reduce, the fear of blood donation are beneficial to improve the intention of blood donation and promote the development of voluntary blood donation.