Nonis S A, Ford C W, Logan L, Hudson G
Department of Marketing and Management, Arkansas State University, Jonesboro 72476, USA.
Health Mark Q. 1996;13(4):33-46. doi: 10.1300/J026v13n04_04.
A study was undertaken to empirically investigate whether the student market could be further segmented into blood donor and nondonor markets based on their demographic characteristics, perceived risks, and influence on non-monetary incentives. While significant differences were found between donors and nondonors based on their gender, blood type, student classification, and influence of incentives, no differences were found between the four (physical, psychological, social, or time) dimensions of perceived risk. Discussion focuses on strategies for blood collection agencies for student markets.
开展了一项研究，以实证调查学生市场是否可以根据其人口统计学特征、感知风险以及对非货币激励措施的影响，进一步细分为献血者市场和非献血者市场。虽然在献血者和非献血者之间，基于性别、血型、学生类别以及激励措施的影响发现了显著差异，但在感知风险的四个维度（身体、心理、社会或时间）之间未发现差异。讨论聚焦于针对学生市场的采血机构策略。
