| Summary: | 碩士 === 東海大學 === 社會學系 === 106 === This study explored how the social context and situational factors influenced blood donation behaviors in Taiwan. Studies have showed that altruism is common motivation of blood donation. However previous studies are lack of considering variety of helping behavior in different social context. For the absence of social contexts of blood behavior studies, this study aims at describing the effects of culture and situational factors to blood donation behavior in Taiwan. We designed the structure of this study by design thinking. The total five focus groups were conducted, three of regular donors, one of lapsed donors, and one of university student donors. Participants of focus groups recruited from data bank of Taichung Blood Center.
Results show that: First, reciprocal altruism is the motivation of blood donation. When people donated their blood, they might base on direct or indirect reciprocal benefit to donate. Second, because of the relationship between blood donation and health, donors consider the health benefit of blood donation in three ways. They might regard blood donation as a strategy of maintain health, a tool of health check, or a beneficial health behavior. Third, convenient situations, like donating blood in the workplace, could impel people who had heard about information of blood donating to donate their blood more easily. In addition, there is a specific social interaction among blood donors in the same location of daily life, which is named as joint-donation in this study.
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