山东省大学生无偿献血激励偏好研究  

Incentive preferences for voluntary blood donation among college students in Shandong Province

作　　者：翟培聪 王玉 路立勇[2,3,4] 李顺平 ZHAI Peicong;WANG Yu;LU Liyong;LI Shunping(Blood Center of Shandong Province,Jinan 250013,Shandong,China;Centre for Health Management and Policy Research,School of Public Health,Cheeloo College of Medicine,Shandong University,Jinan 250012,Shandong,China;NHC Key Lab of Health Economics and Policy Research(Shandong University),Jinan 250012,Shandong,China;Center for Health Preference Research,Shandong University,Jinan 250012,Shandong,China)

机构地区：[1]山东省血液中心,山东济南250013 [2]山东大学齐鲁医学院公共卫生学院卫生管理与政策研究中心,山东济南250012 [3]国家卫生健康委员会卫生经济与政策研究重点实验室(山东大学),山东济南250012 [4]山东大学健康偏好研究中心,山东济南250012

出　　处：《健康发展与政策研究》2024年第1期15-20,共6页HEALTH DEVELOPMENT AND POLICY RESEARCH

基　　金：山东省医药卫生科技发展计划项目(202015021260)。

摘　　要：目的分析山东省大学生对无偿献血不同激励措施的选择偏好,为制定更具针对性的无偿献血保留与招募策略提供参考。方法采用离散选择实验方法,通过定性与定量相结合的方法确定健康检查、用血优惠、献血表彰、行程时间和小礼物5个属性,借助SAS软件采用D-optimal设计生成选项集。采取线下一对一访谈形式调查济南、菏泽和烟台3市共计193名大学生献血者,应用混合logit模型分析其无偿献血激励偏好。结果共纳入175份问卷进行分析。用血优惠是影响大学生无偿献血激励措施选择的首要因素,其次是小礼物和行程时间。若将用血优惠的受益人由本人变为亲属,大学生献血者愿意放弃价值45.91元的小礼物;若献血表彰由献血证/纪念章变为学校表彰,其献血概率将下降18.2%。结论血液服务机构应根据大学生无偿献血激励偏好制定更有针对性的保留与招募策略,可通过提供可转移的体格检查卡、调查学生最喜欢的小礼物形式、献血车进校园等方式,提高大学生重复献血率并逐步将其转化为固定献血者。Background To measure incentive preferences for voluntary blood donation among college students in Shandong Province and offer insights for developing more targeted retention and recruitment strategies for voluntary blood donors.Methods This study utilized a discrete choice experiment(DCE),and five attributes were identified using qualitative and quantitative methods:health check,privileged receiver,donation gratitude,travel time,and little gifts.A D-optimal design was developed using SAS software.A total of 193 questionnaires were collected in Jinan,Heze,and Yantai cities via in-person interviews.The mixed logit regression model was used to estimate incentive preferences.Results 175 respondents were included.Priority was given to privileged recipients when it came to incentive preferences among college student donors,followed by little gifts and travel time.Respondents were willing to sacrifice 45.91 yuan to designate their immediate relatives as privileged recipients.The acceptance rate declined by 18.2% when donation gratitude shifted from badge/certificate to school recognition.Conclusion Blood service organizations should formulate more specific retention and recruitment measures according to the blood donation incentives preferred by college student donors.To increase the frequency of blood donations and gradually transit college students into regular donors,some incentives including offering transferable health checkups,getting feedback from students on their favorite little gifts,and arranging blood donation vans to campus should be taken into consideration.

关 键 词：无偿献血 激励措施 离散选择实验 大学生 

分 类 号：R193.3[医药卫生—卫生事业管理]