Research On The Chinese Public's Risk Perception Of Non-Remunerated Blood Donation:the Multi-Dimentional Construction,Factors And Its Effects

With the improvement of medical security and medical service, the demand for clinical blood has been growing rapidly in recent years. Thus "the blood shortage" phenomenon has become increasingly serious. The participation of the public and its long-term support is the foundation of the sustained sound development of non-remunerated blood donation service. However, now the blood donation rate of the Chinese population is only 8.7‰, lower than that of 45.4‰ in the high income countries and of 10.1%o in middle-income countries. As world health organization (WHO) says, the donation rate must be at least 10‰ to meet the basic needs for blood. Therefore, in order to effectively recruit and retain non-remunerated blood donors, it is urgent to further study the public psychology and behavior of non-remenunerated blood donation.Since blood rely on the human body for supply, people may be fear and reluctant to donate, thinking that the blood donation behavior has certain risks. The traditional Chinese medicine culture considering donating blood to be harmful to the healthfurther exacerbates the public's health concerns about the blood donation. In addition, negative events have also increased public questioning on the benefit of non-remunerated blood donation in recent years. Therefore, the public perception of non-remunerated blood donation risk is likely an important factor to hinder the public participation in blood donation in the current Chinese social environment. Nevertheless, few scholars have studied the concept of risk perception of nonremunerated blood and its effect on the psychology and decision-making process from the psychological perception perspective throughout the research history. Given this, the present paper will use the method of theoretical and empirical analysis to examine systematically the muli-dimensional construct, measures, influence factors of non-remunerated blood donation and its effects on blood donation intention. Through the study of the above problems, this paper obtained those research conclusions as follows:(1) The multidimensional structure of Chinese public non-remunerated blood donation perceived risk was identified and the corresponding measurement scale developed. First of all, based on the classical grounded theory, the primary data collected by interviews was openly coded, selectively coded and theoretically coded. And three-dimensional conception-trust risk, psychological risk and health risk-of perceived risk of the Chinese public non-remunerated blood donation was preliminary built. Secondly, based on the three-dimensional conception of the Chinese public non-remunerated blood donation perceived risk, the initial scale was programmed. Exploratory factor analysis (EFA) of the sample data from 888 valid questionnaires found that the three fractal dimension of perceived risk of non-remunerated blood donation explained 61.274% of the total variance, therefore their rationality were preliminary verified. Also, through the sample data of 852 valid questionnaires'confirmatory factor analysis (CFA), the paper further verified the three dimension conception is the optimum dimensions structure of non-remunerated blood donation perceived risk; hence the ideal reliability and validity of the finalized Chinese public risk perception of non-remunerated blood donation scale.(2) The influence factors of the Chinese public non-remunerated blood donation perceived risk was analyzed. First of all, through a systematic literature review and theoretical deduction, the potential influence factors of the Chinese public non-remunerated blood donation perceived risk was then identified. They include demographic variables, non-remunerated blood donation knowledge, the Big Five Personality traits, risk attitude, altruistic values and Chinese culture (face consciousness and group consistency). Further, empirical analysis of sample data collected form the 531 valid questionnaires were conducted to figure out the action of these factors on the three dimensions of the Chinese public's non-remunerated blood donation perceived risk. The multiple linear regression results showed that the traditional demographic variables had certain explanatory power on different dimensions of non-remunerated blood donation perceived risk; non-remunerated blood donation knowledge as a lasting and significant influence factor was supported by empirical data; two dimensions of the Big Five Personality traits conscientiousness and neuroticism were proved to be significant predicting variables for the Chinese public non-remunerated blood donation perceived risk; and the face consciousness and group consistency in Chinese culture respectively had a significant effect on the different dimensions of perceived risk. However, the influence of risk attitude and altruistic values on Chinese public non-remunerated blood donation perceived risk did not gained the support of empirical data.(3) The action mechanism of non-remunerated blood donation perceived risk on the donation intention of the Chinese public was revealed. In the first place, through theoretical deduction, the multi-intermediary influence model of the Chinese public non-remunerated blood donation perceived risk on blood donation intention was established. Moreover, the multi-intermediary influence model proposed in this paper was empirically tested by the data sample from the 499 valid questionnaires. Structural equation model analysis results showed that the trust risk and psychological risk had nagetive influence on subjective norm, blood donation attitude, self-efficacy, anticipated regret and perceived value, and hence the indirect effect on Chinese's blood donation intention; but health risk has positive influence on perceived value, which lead to the indirect effect of health risk on blood donation intention. In addition, the study found that the expected regret played a partial intermediary role in the influence of trust risk and psychological risk on perceived value. Specifically, trust risk and psychological risk exert direct negative influence not only on perceived value, but also on anticipated regret, meaning that they indirectly affect the perceived value.In conclusion, this paper based on the systematic and in-depth research clarified the multidimensional structure and influence factors of the Chinese public Non-remunerated blood donation perceived risk, developed a relatively highly reliable and valid measurement scale, and established the multi-intermediary influence model of the Chinese public's non-remunerated blood donation perceived risk on donation intention. The results of this study can further improve the theory and method of non-remunerated blood donation management in China, and has critical value for blood collection agencies or related departments to generate appropriate and effective risk communication strategy in an attempt to encourage public participation in non-remunerated blood donation, to reduce the loss of blood donors, and further to bridge the huge gap between supply and demand of blood.