Department of Marketing Management, School of Consumer Intelligence and Information Systems, University of Johannesburg, Johannesburg, South Africa.
Health Mark Q. 2024 Jan-Mar;41(1):71-94. doi: 10.1080/07359683.2023.2287319. Epub 2023 Nov 29.
The objective of this study was to determine the factors influencing consumer intention to donate blood in an emerging market setting. A quantitative research design was followed that entailed the collection of data from 308 non-donor respondents, using a self-administered online questionnaire. The conceptual model and hypotheses were analysed statistically, using SPSS to conduct reliability analysis, correlation analysis, and multiple regression analysis. The findings revealed that awareness of consequences, ascription of responsibility, and personal norms had a positive and significant influence on consumers' intention to donate blood. Ascription of responsibility was the largest influencer of personal norms towards blood donation.
本研究旨在确定影响新兴市场中消费者献血意愿的因素。采用定量研究设计，通过自填式在线问卷收集了 308 名非献血者的样本。使用 SPSS 进行可靠性分析、相关分析和多元回归分析，对概念模型和假设进行了统计分析。研究结果表明，对后果的认识、责任归因和个人规范对消费者的献血意愿有积极且显著的影响。责任归因是对献血个人规范影响最大的因素。
