宣传信息的框架效应、利他人格与机构信任对大学生无偿献血意愿的影响研究

How blood donation intention among college students was influenced by framework effect, altruistic personality and organization trust

目的 结合社会心理学、社会学以及行为经济学的视角,考察大学生的个人内部特征(利他人格)、社会生态系统中的微观环境(机构信任)以及宣传信息(框架效应)对献血意愿的影响,为在高校开展的献血者招募工作提供新视角。方法 通过便利抽样的方式,于2021年6月~2021年12月在福建省厦门市与泉州市4所大学发放问卷1 225份,呈现一段献血宣传信息并调查受访者献血意愿、利他人格、机构信任及人口统计学特征等项目。结果 共回收1 215份调查问卷,有效率99.18%(1 215/1 225),献血意愿平均分为(76.40±24.31)分(取值范围为0~100);多元线性回归结果表明,利他人格越高、机构信任越高,大学生的献血意愿也越高(P均<0.05);并且利他人格与机构信任存在显著交互作用(P<0.05),随着机构信任水平的提高,利他人格与献血意愿的相关下降;在控制了模型中其它变量的作用后,宣传信息对献血意愿具有显著的框架效应(P<0.05),与消极框架相比,积极框架呈现的宣传信息更有助于启动大学生的献血意愿。结论 在大学生献血者招募过程中,对血站及医疗机构正面形象的塑造有助于提升机构信任,进而提高献血意愿;同时在招募过程中有效地运用框架效应助推献血意愿能在一定程度提高献血者招募工作的效率。

Objective To study how blood donation intention among college students was influenced by publicity information(framework effect),individual characteristic(altruistic personality) and micro-system of the social ecological systems(organization trust) through the viewpoints of social psychology, sociology and behavioral economics, aiming at providing new strategies for donors recruitment in colleges. Methods A total of 1 225 questionnaires were distributed to four universities in Xiamen and Quanzhou, Fujian Province from June 2021 to December 2021,with blood donation publicity information included, to investigate the blood donation intention, altruistic personality, organization trust and demographic characteristics.Results A total of 99.18%(1 215/1 225)of the collected questionnaires were valid.The average score of blood donation intention was(76.40 ± 24.31)(the range of value was 0-100).Multiple linear regression showed that altruistic personality and organization trust were positively associated with donation intention(P<0.05).Altruistic personality and organization trust had a significant interaction;with the increase of organization trust, the correlation between altruistic personality and donation intention would decrease(P<0.05).In addition, the publicity information had significant frame effect on blood donation intention when other variables in the regression model were controlled(P<0.05).Compared to the negative framework, the positive framework can promote the donation intention better.Conclusion When recruiting potential blood donors among college students, positive image of blood centers is conductive to promote organization trust therefore promote donation intention.The effective use of framework effect to boost blood donation intention might improve the efficiency of donor recruitment to a certain extent.