Research On The Influencing Factors Of Blood Donation Behavior Of Non-registered Population In Shenzhen

The fact that Shenzhen has the highest number of migrants to total local population has set this city a good subject for the study of urbanization.One of the cases that worth studying is the pioneering voluntary blood donation campaign lunched in Shenzhen in 1988,ten years earlier than the enactment of the Law of the People’s Republic of China on Blood donation,which makes Shenzhen a pioneer in China.The importance of the voluntary blood donation does not only reflect non-registered population’ concerns on social integration and public welfares,but also display the public service behaviors of the whole city in the process of urbanization.Based on the Knowledge-Belief-Practice theory,this study takes the non-registered population in Shenzhen as the subject and aims to find out what factors will drive this group of people to donate their blood and how do these factors interplay with each other from the prospective of health communication.After reviewing researches on health communication and KBP theory,this study finally establishes a mode composed of causal relationship with regard to the voluntary blood donation behavior of non-registered population in Shenzhen: from recognition to attitude and from attitude to behavior.In this study,independent variables include individual differences,donation recognition,donation attitude,donation advertising and social integration,and dependent variables include donation histories and donation purposes.Therefore,the research hypotheses on the base of KBP theory are as follows: registered and non-registered population may display diverging donation behaviors,donation recognition brings positive effects to non-registered population,donation attitude brings positive effects to non-registered population,donation advertising brings positive effects to non-registered population and social integration increases donation behaviors of non-registered population.These hypotheses will be researched by way of data analysis and individual interviews.In the 9districts and 1 management new area in Shenzhen,2816 questionnaires(184 questionnaires lesser than the expected 3000 questionnaires)were distributed and 2658 questionnaires were collected.After quantitative analysis,the hypotheses have been proved: higher donation recognition encourages blood donation behaviors,intense advertising stimulates non-registered population to donate blood and stronger wish of integrating into local communities promotes blood donation.Then in the qualitative conclusion,this research points out that from Knowledge to Belief process,health information communication establishes the blood recognition of non-registered population.And the blood advertising,with individual’s different degrees of social integration,work together on individual’s recognition on blood donation,which furthers one’s aspiration for donation.Form Belief to Practice process,both of the individual interest and social services are driven by multiple-dimensional factors composing of health information communication,policy implantation and urges for social integration of non-registered population.Finally,individual recognition of non-registered population has transformed into group recognition,which evolved separated blood donation behaviors into group blood donation behaviors in terms of social services.At the same time,health communication helps non-registered population find their sense of belongings in the process of social integration.