Social marketing of blood donation: an analysis of new donors' predisposition

被引：3
|
作者：
Souza Barboza, Stephanie Ingrid [1 ]
da Costa, Francisco Jose [1 ]
机构：
[1] Univ Fed Paraiba, Ctr Ciencias Sociais Aplicadas, Campina Grande, Brazil
来源：
CADERNOS DE SAUDE PUBLICA | 2014年 / 30卷 / 07期
关键词：
Blood Donors; Social Marketing; Motivation; MOTIVATION; RECRUITMENT; INTENTIONS; VOLUNTARY; BEHAVIOR; MODEL;
D O I：
10.1590/0102-311X001
中图分类号：
R1 [预防医学、卫生学];
学科分类号：
1004 ; 120402 ;
摘要：
This article aims to understand the motivational factors that influence individuals to donate blood, in order to support the social marketing measures for recruiting new donors. Based on theoretical research, a structural model was developed to analyze influences and interactions of constructs in individuals' intentions to donate blood. A field survey used a structured questionnaire with a sample of 346 individuals. The analysis included descriptive analysis, evaluation of psychometric consistency, and structural equation modeling with partial least squares estimation. Fear showed a negative influence and the reference group a positive influence on individual predisposition to donate blood. This indicated that social marketing for blood donation can be more effective in encouraging new donors if it remains focused on these two factors.
引用
收藏
页码：1463 / 1474
页数：12
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