For blood transfusion centres, studying anticipated emotions (AEs) related to blood donation is essential, since these variables influence donation decision. For this reason, this work addresses the need to identify the antecedents and consequences of AEs, which will help explain their origin and their role in donation behaviour. Our purpose is to make further progress with the application of the AE framework in a non-profit context, by analysing how AEs are generated and how they influence decision-making. This study aims to design and validate an explanatory model of donation intention, where motivations and attitude towards donation are direct antecedents of AEs, while AEs, motivations and attitude towards donation act as direct antecedents of intention. Moreover, it has been also considered how the type of donor influences the proposed model as a moderating factor. The final sample is comprised of 35,982 active donors, inactive donors and non-donors. Data was obtained through an online questionnaire, with the collaboration of 14 of the 17 Spanish blood transfusion centres, as well as some universities. Results indicate that (1) AEs, motivations and attitude towards donation are direct antecedents of donation intention, (2) motivations and attitude towards donation are direct antecedents of AEs, and (3) donation experience moderates the relationships between motivations, attitude towards donation, AEs, and donation intention. These results indicate several operational implications that will enable blood transfusion centres to better design and target donation promotion campaigns according to type of donor. Furthermore, the results will let centres assess whether placing value on donation motivation and attitude towards donation can bolster positive AEs, diminish negative AEs and have a direct effect on donation intention.

对于输血中心，研究与献血有关的预期情绪（AE）是至关重要的，因为这些变量会影响献血决策。因此，这项工作解决了识别AE的前因和后果的需求，这将有助于解释其起源和在捐赠行为中的作用。我们的目的是通过分析AE的产生方式及其对决策的影响，在非营利性环境中使用AE框架来取得进一步的进展。本研究旨在设计和验证捐赠意图的解释模型，其中捐赠动机和态度是不良事件的直接先决条件，而不良捐赠，动机和捐赠态度是意图的直接先决条件。此外，还考虑了捐助者的类型如何作为调节因素影响提议的模型。最终样本由35,982名活跃的捐助者，非活跃的捐助者和非捐助者组成。数据是通过在线调查表与西班牙17个输血中心中的14个输血中心以及一些大学合作获得的。结果表明：（1）AE，捐赠的动机和态度是捐赠意向的直接先决条件；（2）捐赠的动机和态度是AE的直接先决条件；（3）捐赠经历减轻了动机，捐赠态度，不良事件和捐赠意向。这些结果表明了几个运营意义，这将使输血中心能够根据捐献者的类型更好地设计和确定捐献活动。