影响高校学生无偿献血意愿的相关因素研究——基于前景理论模型  

Research on Factors Influencing College Students’Blood Donation Intention based on Prospect Theory

作　　者：欧阳剑[1] 戴琳[1] 黄晓莹[1] 陈锦艳[1] 何博[1] 梁华钦[1] OUYANG Jian;DAI Lin;HUANG Xiaoying;CHEN Jinyan;HE Bo;LIANG Huaqin(Guangzhou Blood Center,Guangzhou,510095,China)

机构地区：[1]广州血液中心血源管理部,广东广州510095

出　　处：《中国社会医学杂志》2022年第4期421-425,共5页Chinese Journal of Social Medicine

基　　金：广东省自然科学基金项目(2019A1515011505);广东省医学科学技术研究基金项目(B2020141);广州市医学重点学科建设项目(血液安全重点实验室)。

摘　　要：目的利用量表调查方法,探求框架效应与高校学生献血意愿之间的中介和调节因子,剖析影响其参加无偿献血意愿的相关因素。方法运用前景理论作为研究框架,分别设计获益型与损失型材料,编制无偿献血行为决策评价量表;对广州市2所综合性高校内共1000名在校学生进行量表调查,考察不同信息框架对其献血意愿的影响。结果阅读损失型材料的参与者表达了更高的献血意愿(M_(获得)=3.75,s=1.01;M_(损失)=4.04,s=1.01,t_((298))=-4.59,P<0.001);感知献血风险为信息框架与献血意愿的调节因子,即损失型量表使感知献血风险较高的参与者产生更高的献血意愿;而共情与感知他人需求为框架效应与献血意愿的链式中介因子,即损失型量表使参与者产生更多共情,从而更强烈地感知他人需求,进而增加献血意愿。结论感知献血风险、共情和感知他人需求是影响高校学生献血意愿的重要因素,该研究发现损失型的量表能激发其更高的献血意愿。建议使用不同关注点的宣传方式招募高校学生,观察其实际献血的行为,对比不同框架的效果。Objective To explore the mediators and moderators between the framing effect and the willingness of blood donation among college students using scale investigation,and analyzes the factors that affect the willingness of blood donation.Methods With the prospect theory as the research framework,the gain-framed and loss-framed materials were designed respectively,and the intention evaluation scales of blood donation were developed.In two comprehensive colleges in Guangzhou,1000 students were given digital scales to investigate the influence of different message frames on their willingness to donate blood.Results The participants who read the loss-framed material expressed a higher willingness to donate blood(M_(Gain)=3.75,s=1.01;M_(Loss)=4.04,s=1.01,t_((298))=-4.59,P<0.001).The results showed that perceived blood donation risk(detrimental consequences of blood donation on oneself)was a moderator of framing effect and blood donation intention.The loss-framed scale made participants who were with higher perception of blood donation risk express higher blood donation intention.Empathy(degree of sympathy,compassion and moved)and perception of other’s needs(perceive how much other people need blood)were the mediators in series of framing effect and blood donation intention.The loss-framed scale made participants generate more empathy,then perceiving others’needs more strongly,and thus increasing blood donation intention.ConclusionPerceived blood donation risk,empathy and perception of other’s needs are important factors that affect the intention blood donation among college students,and according to this study,loss-framed scale could stimulate higher blood donation intention among them.Propaganda focusing on different aspect can be used to recruit college students and measured their actual blood donation behaviors to further compare framing effect.

关 键 词：无偿献血 前景理论 框架效应 献血意愿 

分 类 号：G646[文化科学—高等教育学] R-055[文化科学—教育学]