To research the influencing factors of college students' blood donation behavior intention and propose intervention strategies to improve the repeated blood donation rate of college students. Questionnaire survey was used to research and analyze the influencing factors of behavior intention. Amos 21.0 software was used to establish structural equation modeling and perform confirmatory factor analysis. SPSS 20.0 was used for statistic. The model was proved with highly adaptability, with χ²/df = 2.956 < 3. Factors influencing college students' intention of repeat blood donation behavior can be summarized into four: attitude, external motivation, advice-taking, and perceived behavioral control. Among them, attitude and perceived behavioral control have a great direct impact on behavioral intention, while the external motivation and recommendation acceptance have an indirect impact by influencing the other two factors. In view of those evaluation items with high path coefficient in each factor, we can develop recruitment strategies to influence college students’ repeated blood donation behavior and provide scientific suggestions for improving their repeated blood donation rate.

研究大学生献血行为意愿的影响因素，提出提高大学生重复献血率的干预策略。采用问卷调查法研究分析行为意向的影响因素。采用Amos 21.0软件建立结构方程模型并进行验证性因子分析。SPSS 20.0 用于统计。证明该模型具有很强的适应性，χ ²/df = 2.956 < 3.影响大学生重复献血行为意愿的因素可归纳为态度、外部动机、建议采纳和行为控制感知四个方面。其中，态度和感知行为控制对行为意向有很大的直接影响，而外部动机和推荐接受度则通过影响其他两个因素间接影响。针对各因素路径系数较高的评价项目，制定招聘策略，影响大学生重复献血行为，为提高大学生重复献血率提供科学建议。