RESUMO
【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.