以社會行銷觀點探討中高齡族群捐血動機之研究

Abstract

本研究欲以社會行銷觀點探討探討中高齡族群從事捐血行為的影響因素，透過Azjen(1985)所提出計畫行為理論中的「態度」、「主觀規範」、「知覺行為控制」，瞭解中高齡族群參與捐血活動之「行為意圖」後，整合中高齡族群參與捐血的行為模式，瞭解影響行為之重要變數，進一步在研究結果中，結合社會行銷產品、價格、推廣、通路之具體建議，提供相關單位政策參考，促進中高齡族群捐血行為。本研究採問卷調查法，以有捐血經驗之中高齡族群為受測對象發放紙本問卷調查，所得有效樣本440份。主要研究發現:(一)中高齡族群對捐血意圖之態度會影響其捐血行為意圖。;(二)中高齡族群對捐血意圖之主觀規範會影響其捐血行為意圖;(三)中高齡族群對捐血意圖之自覺行為控制會影響其捐血行為意圖;(四)中高齡族群對捐血意圖之行銷認知會影響其捐血行為意圖。最後於文末，根據研究結果以社會行銷觀點，針對計畫行為理論進行分析，結合社會行銷4P具體建議，以提供未來研究，及台灣血液基金會等相關募血單位作為行銷策略參考，希望能提升中高齡捐血行為之意願。

This study, based on Theory of Planned Behavior(TPB), aimed to investigate the middle-aged and elderly people’s behavioral intention regarding blood donation through three aspects (i.e., attitude, subjective norms, and perceived behavioral).In addition, the study was integrated with a Behavior Pattern to examine the influential factor in middle-aged and elderly people’s blood donation behavior. Furthermore, the research results, combined the social marketing idea (4P), offer relevant departments advice on planning to promote blood donation behavior of the middle-aged and elderly people.This method is paper questionnaire survey to the middle-aged and elderly people , as the subjects, who have blood donation experience and 440 valid samples are obtained. The main research findings are as follows：(1) The attitude of the middle and senior age groups to blood donation intentions will affect their blood donation behavior intentions. (2) The subjective norms of the middle-aged and elderly people's intention to donate blood will affect their blood donation behavior; (3) The conscious behavior control of the middle-aged and senior people's blood donation intention will affect their blood donation behavior; and (4)The marketing cognition will affect their blood donation behavior intentions. Finally, based on the results, the suggestion to the future research and a marketing strategy is offered to whom may need, hoping to improve people’s willingness to donate blood.