大學生捐血行為的研究－－計劃行為理論的應用

The Study on the College Students' Blood-Donating Behavior: An Application of the Theory of Planned Behavior

本研究以計劃行為理論為依據來驗證其在捐血行為上的適切性。以335名大學男、女生為施測對象，收集有關捐血的信念、態度、主觀規範、知覺行為控制等資 料，運用迴歸分析發現態度、主觀規範、知覺行為控制都能預測意圖(R=.74)，而意圖是預測捐血行為的有效因素。另外的分析發現有捐血者與無捐血者在行為信念、結果評價、規範信念及依從動機上有顯著的差異，並根據研究結果提出對未來捐血活動的建議。

Based on the theory of planned behavior, an extention of Ajzen & Fishbein's theory of reasoned action, was tested in the context of blood-donating behavior. Beliefs, attitudes, subjective norms, perceived behavioral control, and intention regarding donating blood were obtained from 335 male and female college students. The results were evaluated by means of hierarchical regression analyses. As expected, intention were best predicted as a function of attitudes, subjective norms, and perceived behavioral control(R=0.74); while donating behavior was shown to be predicted as a function of intention. Subsequent analysis revealed that donators and nondonators were shown to differ significantly on specific beliefs and consequences of donating. Implications for use of this knowledge by blood drive offcials in developing relevant interventions to enhance blood-donating behavior are disscussed.