Understanding blood donation behaviours is pivotal to recruiting and retaining blood donors. Despite rich literature, this is the first study investigating the content and structure of motivations that underlie blood donation using a means-end chain approach. Based on soft laddering interviews with 227 respondents (31 first-time blood donors and 196 repeat blood donors) in the Klang Valley of Malaysia, we identified that their blood donation was primarily driven by the attribute ‘help people’, the consequences ‘increase blood supply’ (as perceived by first-time blood donors) and ‘indirect downstream reciprocity’ (as perceived by repeat blood donors) associated with the attribute and the belief that the consequences can lead to the fulfilment of the value ‘humanitarianism’. Understanding of such hierarchical links between motivators is crucial in developing self-relevant communications. The resultant outcomes are likely to be more effective than the traditional approaches in behavioural change.

中文翻译：

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献血的动机结构：一种手段-末端链方法。

了解献血行为对于募集和保留献血者至关重要。尽管文献丰富，但这是第一个研究调查的动机的内容和结构的方法，这些动机是通过手段-末端连锁方法进行献血的基础。根据对马来西亚巴生谷地区227名受访者（31名首次献血者和196名重复献血者）的软梯访谈，我们确定他们的献血主要是由“帮助人民”属性造成的，其后果是“增加血液”供给”（如初次献血者所感知）和“间接下游互惠”（如反复献血者所感知）与该属性相关联，并认为后果可能导致实现“人道主义”价值。了解动机之间的这种层次关系对于发展自我相关的交流至关重要。由此产生的结果可能比传统的方法更有效地改变行为。