Measurement And Research On Influence Factors Of Willing Of Voluntary Blood Donation And Effect Of Voluntary Blood Donation Advetisement

As a kind of important material, blood can’t be stored for a long time; it needs to be supplied by continuous and stable team of voluntary blood donors. In recent years, the demands of blood have been increasing because of negative information of blood related organizations and the expanding of cities’area. This leads to frequent blood shortages in the first-tier cities. And only one hundred percent voluntary blood donation can ensure the safety of blood. But the existing blood donation propaganda is not good enough. A lot of people rarely have the chance to see the blood donation advertisements, and the advertisements also have no attraction to people. So the voluntary blood donation promotion strategy must be refined based on people’s real needs of voluntary blood donation.The influence factors of voluntary blood donation have been studied by foreign and domestic researchers for a long time, but individual’s psychological decision process of voluntary blood donation is rarely studied, not along the effects of voluntary blood donation’s advertisement. In this paper, the model of individual’s psychological decision process of voluntary blood donation is designed based on the stimulus-response theory and the cognition-emotion-will-behavior theory. Influence factors of voluntary blood donation that scholars used to research are divided into two kinds. One kind is what can be seen in existing blood donation advertisements including social value, preferential policy, health care, convenience and reliability. The other kind is factors about organizations perceived performance that can’t or can rarely be seen in existing advertisements such as operation effects, financial transparency and quality of service. Verified result shows that social value couldn’t obviously affect individual’s willing of voluntary blood donation. Then advertisements based on other factors were designed, results show that testers advertising attitude, voluntary blood donation attitude and willing are improved obviously. And the advertising effect is also different between man and woman, those who are under 30 years old and those over 30 years old, and those who has the experience of blood donation and those who doesn’t have.In this paper, the hypothesis has been verified both by the empirical result of voluntary blood donation effect factors and the verification of the effect of voluntary blood donation advertisements. The study conclusion can provide theoretical basis and guidance for blood collection agencies to making advertisements and subdividing market.