【作者】 周睿；

【导师】 姚余有；

【作者基本信息】 安徽医科大学 ， 公共卫生与预防医学（专业学位）， 2014， 硕士

【摘要】 目的:了解安徽某市城市居民无偿献血的认知、态度、行为模式,分析无偿献血者招募的影响因素。结合KAP理论,提出相应的社会营销策略。方法:本研究在文献复习的基础上,采用自制调查问卷,问卷内容包括:人口学特征、城市居民对无偿献血的认知、城市居民对无偿献血的态度和无偿献血的行为4部分。其中:无偿献血的认知共设计8个问题,每个问题回答正确得1分,回答错误得0分,无偿献血的认知得分范围[0,8],无偿献血的态度共设计4个问题,根据被调查对象自身感知评判。无偿献血的行为共设计3个问题,根据被调查对象回答评判。于2014年5月在安徽省某市随机选择4个行政区作为调查现场,在调查现场针对18~55周岁的城市居民随机选择200±20人作为调查对象,采用无记名、当场回收的问卷调查方式进行资料收集。实际调查864人,有效应答770人,有效应答率89.1%。问卷调查收集的资料,在审核后,运用SPSS17.0建立数据库,并进行统计分析。结果:(1)在城市居民人口学特征中,性别(χ2=9.876,Ρ<0.05)、不同年龄人群(χ2=55.837,Ρ<0.05)、文化层次(χ2=23.261,Ρ<0.05)、职业(χ2=42.203,Ρ<0.05)在无偿献血行为上有显著性差异。(2)在城市居民无偿献血的认知中,平均得分4.96±1.624分。无偿献血认知与献血行为呈正相关(0.5<R<0.8,Ρ=0.000),且显著性具有统计学意义。其中献血者和未献血者对于无偿献血优惠政策(χ2=7.647,Ρ=0.006)、献血年龄(χ2=6.009,Ρ=0.014)、献血间隔(χ2=5.717,Ρ=0.017)、献血量(χ2=17.775,Ρ=0.000)、献血不会染病(χ2=23.908,Ρ=0.000)问题的认知与无偿献血行为相关性有显著性差异(Ρ<0.05)。(3)在城市居民无偿献血的态度中,对献血行为态度(χ2=21.458,Ρ=0.003)持有肯定态度、对采血工具安全性(χ2=8.356,Ρ=0.008)肯定的献血率更高,且差异具有统计学意义。(4)在城市居民无偿献血的动机中,参加献血的前三个原因分别是:“自己或亲戚以后用血”(28.2%)、“可免费体检”(25.3%)和“受他人影响”(17.9%)。没有参加过献血的人群原因前三个分别是:“担心被传染疾病”(32.4%)、“影响身体健康”(16.9%)和“家人的阻拦”(12.3%)。无偿献血信息的主要获取渠道依次为:“单位组织”(47.7%)、“网络”(18.6%)和“电视报纸杂志”(13.6%)。(5)Logistic回归分析表明年龄(χ2=23.387,Ρ=0.000),文化(χ2=30.502,Ρ=0.001),采血工具安全性认知(χ2=98.175,Ρ=0.013)是无偿献血行为的影响因素。结论:城市居民的KAP认知与无偿献血行为有直接的关联。通过研究发现该市参加无偿献血的主要人群为25~43岁,学生、军人、企事业单位员工,且对于无偿献血有正确认知的群体。建议:通过改进和完善无偿献血宣传渠道,增加和完善无偿献血的宣传手段和方式,提升人群的KAP认知,以建立无偿献血者招募的长效机制。更多还原

【Abstract】 Objective: Purpose: understanding the awareness, attitudes and behavior patterns of volunteer blood donors in a city in Anhui, analyze impact factors for the recruitment of volunteers. Considering the KAP theory, propose a corresponding social marketing strategy.Methods: Based on a revisit to the relevant literature, using custom-made surveys. The survey questionnaire included 4 parts: demographic traits, awareness, attitudes, behavior of volunteer blood-donation among urban residents. There are 8 questions in the part for awareness, each correct answer will score 1 and a wrong answer will score 0. The score range is from 0 to 8. Attitude part has 4 questions, and answers will be given according to the subjects’ own judgment. Behavior part has 3 questions, answered by subjects. A survey was conducted in May 2014 in four districts in a city in Anhui. 200+20 subjects in each district were randomly chosen, and questionnaires were filled anonymously and collected on spot. 864 subjects were recruited, and 770 questionnaires were effective. The effective rate is 89.1%. The questionnaires were assessed and used to set up a database for statistical analysis using spss17.0.Results:(1) In demographic traits, data for gender(χ2=9.876, P<0.05), ages(χ2=55.837, P<0.05), education(χ2=23.261, Ρ<0.05), occupation(χ2=42.203, P<0.05) showed significant difference in blood donation behavior.(2) Average score for awareness of volunteer blood donation is 4.96 ± 1.624. Awareness of volunteer blood donation is correlated to behavior, The difference is statistically different(0.5<R<0.8, P=0.000). Donors and un-donors’ awareness and attitudes showed significant difference according to their answers to questions regarding preferential policies(χ2=7.647, P=0.006),age(χ2=6.009, P=0.014),intervals(χ2=5.717, P=0.017),volume(χ2=17.775, P=0.000) and whether donors will contract diseases(χ2=23.908, P=0.000).(3) Attitudes among urban residents: they are positive on blood-donation(χ2=21.458, P=0.003), with higher positive rates for even safer tools used in blood-donation(χ2=8.356, P=0.008), and the difference is statistically significant.(4) The top 3 factors for participating in blood donation are “for personal( including family members’)use in future”(28.2%), “a free health checkup”(25.3%), and “influence from others”(17.9%). The top 3 reasons listed by those who never participated blood donation are “concerns for contracting diseases”(32.4%),“impact on health”(16.9%),and “family’s concerns”(12.3%). The channels for getting information, according to their importance, are, “ organized by my employer”(47.7%), “ Internet”(18.6%), and “ TV, Newspapers, magazines”(13.6%).(5)Regression Analysis showed age(χ2=23.387, P =0.000), education(χ2=30.502, P=0.001), and awareness on safety for tools used in blood donation(χ2=98.175, Ρ=0.013) are impact factors for volunteer blood donation.Conclusion: The KAP awareness of urban residents and their volunteer blood donation are directly related. The research showed that most important age group for blood donation are 25-43. They are most likely students, army soldiers and officers, and employees of companies and state-affiliated organizations,and those who has the right information about blood donation. Recommendation: Improve information distribution channels for blood donation, increase and improve ways and means to promote blood donation, enhance awareness of KAP, so as to establish a long term mechanism for volunteer blood donors in the long term.更多还原