Liu Jiawei, Han Huaizhi
School of Journalism and Communication, Jinan University, Guangzhou, People's Republic of China.
School of Journalism and Communication, Tsinghua University, Beijing, People's Republic of China.
Heliyon. 2023 Aug 1;9(8):e18851. doi: 10.1016/j.heliyon.2023.e18851. eCollection 2023 Aug.
The blood shortage in China has become a nationwide issue, which poses a threat to critical medical treatments and puts patients at risk. To address this problem, blood donation recruitment and retention campaigns have been launched, with university students being recognized as an important target audience. To recruit this particular population effectively, it is crucial to comprehend their motivations for donating blood.
This study used a modified and extended Ajzen's Theory of Planned Behavior to explain the determinants of blood donation intention among = 1165 China's young adults through an online cross-sectional survey, utilizing a snowball sampling technique to recruit participants.
In line with previous TPB-based studies, we found positive associations between attitude ( = 0.071, < .01), subjective norms ( = 0.264, < .001), and self-efficacy ( = 0.536, < .001) with blood donation intention. Attitude and self-efficacy mediated the relationships between anxiety, altruism, and social norm with blood donation intention ( = 0.817, < .01, 95%CI [0.737, 0.909]; = 1.31, < .01, 95%CI [1.203, 1.409]; = 1.301, < .01, 95%CI [1.209, 1.403]). Attitude also mediated the relationship between altruism and social norm with blood donation intention ( = .456, < .01, 95%CI [0.38, 0.53]; = 0.447, < .01, 95%CI [0.374, 0.52]).
Our results highlight the significance of utilizing communication strategies, such as promoting altruism and reducing donation anxiety, as well as creating a supportive social environment. These strategies can improve attitudes and intentions toward blood donation, leading to an increase in blood donation rates.
中国的血液短缺已成为一个全国性问题，这对关键医疗救治构成威胁，并使患者面临风险。为解决这一问题，已开展了献血招募和保留活动，大学生被视为重要目标群体。为有效招募这一特定人群，了解他们献血的动机至关重要。
本研究使用经过修改和扩展的阿杰恩计划行为理论，通过在线横断面调查，利用雪球抽样技术招募参与者，来解释1165名中国年轻人献血意愿的决定因素。
与以往基于计划行为理论的研究一致，我们发现态度（β = 0.071，p <.01）、主观规范（β = 0.264，p <.001）和自我效能感（β = 0.536，p <.001）与献血意愿呈正相关。态度和自我效能感在焦虑、利他主义和社会规范与献血意愿之间起中介作用（β = 0.817，p <.01，95%CI [0.737, 0.909]；β = 1.31，p <.01，95%CI [1.203, 1.409]；β = 1.301，p <.01，95%CI [1.209, 1.403]）。态度也在利他主义和社会规范与献血意愿之间起中介作用（β =.456，p <.01，95%CI [0.38, 0.53]；β = 0.447，p <.01，95%CI [0.374, 0.52]）。
我们的结果凸显了利用沟通策略的重要性，如促进利他主义、减少献血焦虑以及营造支持性社会环境。这些策略可以改善对献血的态度和意愿，从而提高献血率。
