摘要
目的 探究无偿献血者对纪念品需求的人口学特征与组织形式等差异,为优化纪念品采购策略和献血激励机制提供参考。方法 采用便利抽样法,于2024年1-12月对某血液中心的3 748名献血者进行问卷调查,收集人口学特征与纪念品偏好,同步分析21 226份线上纪念品兑换数据。结果 无偿献血者人口学特征差异明显:18~<26岁男性偏好献血英雄纪念章、热血双肩包,女性偏好玩偶、保温杯等;随着年龄增长,偏好转向家居日用类。无偿献血组织形式上,大专院校文创类选择率(25.98%)高于社会团体(15.67%)和街头献血点(15.29%)。线上与线下选择差异显著:线上兑换多选择家居日用类(60.04%),线下多选择数码电子类(40.81%)。结论 献血纪念品选择偏好具有人口学特征与无偿献血组织形式特异性,建议构建“线上自主选择+线下特色定制”的混合激励模式,提升献血招募能力和献血者保留率。
Objective To explore the differences in demographic characteristics and organizational forms regarding souvenir preferences among voluntary blood donors,providing references for optimizing souvenir procurement strategies and blood donation incentive mechanisms.Methods A convenience sampling method was employed to conduct a questionnaire survey among 3748 blood donors at a blood center from January to December 2024,collecting demographic characteristics and souvenir preferences.Simultaneously,21226 online souvenir redemption data points were analyzed.Results Notable demographic differences were observed among voluntary blood donors:males aged 18 to<26 years preferred souvenirs such as blood donation hero commemorative medals and enthusiastic backpack,while females favored plush toys and thermos cups;with increasing age,preferences shifted toward household daily-use items.Regarding organizational forms of voluntary blood donation,the selection rate for cultural and creative souvenirs was higher among colleges and universities(25.98%)compared to social groups(15.67%)and street individuals(15.29%).Significant differences were found between online and offline selections:household daily-use items were predominantly chosen online(60.04%),while digital electronics were more frequently selected offline(40.81%).Conclusion Souvenir preferences among blood donors exhibit specificity based on demographic characteristics and organizational forms of voluntary blood donation.It is recommended to establish a hybrid incentive model combining"online autonomous selection+offline customized features"to enhance blood donation recruitment capacity and donor retention rates.
作者
吴翠
李曦
何玉萍
彭楷
WU Cui;LI Xi;HE Yuping(Chongqing Blood Center,Chongqing,400015,China;不详)
出处
《中国卫生质量管理》
2026年第2期80-83,共4页
Chinese Health Quality Management
基金
重庆市输血协会华兰生物基金项目(编号:CQSX-HL-202507)
重庆市血液中心苗圃计划(编号:2023MPJH16
2024MPJH12)。
关键词
行为决策理论
无偿献血者
纪念品
选择偏好
Behavioral Decision Theory
Voluntary Blood Donation
Souvenirs
Selection Preferences
