以社會行銷觀點探討民眾捐血意願之研究

The Study of Blood Donating Intention - A Viewpoint of Social Marketing

林如森(Ju-Sen Lin) ； 盧俊吉(Chun-Chi Lu)

《農業推廣學報》 25期 (2008/07) Pp. 1-14

https://doi.org/10.29788/RAES.200807.0001

摘要

本研究目的為1﹒瞭解民眾捐血意願的相關因素為何。2﹒如何藉社會行銷的方法增加民眾捐血意願。以計畫行為理論、社會交換理論為主。本研究採量化與質化研究方式進行，量化方面，共發放300份問卷，有效問卷213份，回收率79％，統計方法採敘述性統計、因素分析、單因子變異數分析與多元迴歸統計方法。質化研究以參與觀察和深度訪談為主，研究結果顯示規範、參與可能獲得之利益與不參與可能付出之成本對民眾參與捐血活動的意願有影響，變異數分析結果顯示教育程度、捐血次數與傳播工具的選擇對參與捐血意願有差異。

關鍵字

計畫行為理論 ； 社會交換理論 ； 社會行銷

並列摘要

This study aims to understand the correlate of blood donating intention factors and use social marketing methods to increase blood donating intention. Based on the theory of planned behavior and social exchange. A response rate of 79 percent yielded a sample of 300. Data analysis included descriptive statistics, one-way ANOVA, factor analysis and multiple regression. Qualitative Analysis included participant observation and indepth interviewing. The results showed that norm, participant benefit and no participant can pay the costs influence blood donating intention. One-way ANOVA indicated significant different between education, blood donating frequency, communication tools in blood donating intention.

並列關鍵字

theory of planed behavior ； social exchange theory ； social marketing