Analyses Of Factors Influencing Repeated Blood Donation Behavior-Based Delivered Value Theory

In recent years,the phenomenon of blood shortage is becoming more and more serious,and the work of blood bank is facing pressure.In addition to involving more people in blood donation,it is also crucial for donors to donate blood repeatedly.Repeat blood donors have many advantages,such as higher blood qualification rate and lower recruitment cost,which is an important guarantee for non-remunerated blood donation.Based on the delivered value theory,considering the satisfaction and the intention of repeated blood donation of donors,this study constructs a conceptual model of influencing factors of repeated blood donation behavior.This paper is driven by subjective data obtained from a questionnaire and historical behavior data of blood donors;the use of multisource data can help us understand repeated blood donation behavior from a broader perspective.The results show that among the value elements,personnel value,image value and blood donation value affect blood donation behavior in decreasing order.The change in personnel value per unit directly caused a 0.471-unit change in satisfaction,which indirectly caused a 0.098-unit change in donation behavior.The change in image value per unit directly caused a 0.207-unit change in satisfaction,which indirectly caused a 0.043-unit change in donation behavior.The change in blood donation value per unit directly caused a 0.0.195-unit change in satisfaction,which indirectly caused a 0.041-unit change in donation behavior.Among the cost elements of blood donors,only the impact of time cost on repeated blood donation behavior was significant,and a change of one unit in time cost caused a change in repeated blood donation behavior of-0.035-unit.In addition,this paper groups subjects according to gender,education and age to explore the differences in the value and cost factors of different groups.It is found that the influence of personnel value on women,middle-aged people is particularly significant,the influence of image value on men,youth and high educated people is particularly obvious,the influence of blood donation value on low educated people is particularly obvious,and the influence of time cost on women,young people and low educated people is particularly obvious.Finally,based on the research results,we propose corresponding policy recommendations.This paper expands the application field of delivered value theory and provides a new perspective for the study of blood donation.In addition,through the combination of questionnaire survey data and blood donation behavior data,this paper comprehensively discusses the influencing factors of repeated blood donation behavior.It is of great significance to promote repeated blood donation and strengthen the fixed blood donation team.