行為信念、情境與文化因素：中台灣民眾捐血行為的質性探索

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Title:	行為信念、情境與文化因素：中台灣民眾捐血行為的質性探索
Other Titles:	Behavior Belief, Situation, and Culture factors: A Qualitative Exploration of Blood Donation in Central Taiwan
Authors:	黃品雯 HUANG, PIN-WEN
Contributors:	許甘霖 HSU, KAN-LIN 社會學系
Keywords:	捐血;互惠利他主義;行為信念;情境;設計思考 blood donation;reciprocal altruism;behavior belief;situation;design thinking
Date:	2018
Issue Date:	2018-11-07T04:39:19Z (UTC)
Abstract:	在捐血動機的研究中，利他主義被視為主要動機。但是過往研究在探討捐血行為時，缺少了社會脈絡的探討。不同的社會對「利他」的認知各有不同，對於血液的意涵也會因文化不同而有差異。本研究認為捐血行為的探討必須同時考慮文化的影響，才能真正理解在台灣社會脈絡下的捐血行為。本研究的架構採設計思考的方法進行，以焦點團體進行訪談，主要研究對象是定期捐血人，輔以流失捐血人和大學生捐血人，受訪者資料來自台中捐血中心資料庫。本研究發現，台灣的捐血行為並不純然是利他，也不純然是利己，而是混雜著助人想法與利己因素，因此在研究裡稱為互惠利他主義。捐血的動機除了幫助人外，還有間接或直接的互惠考量。間接的互惠是過去或未來，自己還是親友將會或是已經受幫助，因此捐血回報或事先付出，傳統行善積德的觀念也是間接互惠的一種。直接的互惠則是捐血後得到的心情上的滿足、贈品或是健康上的效益。其次，捐血的健康資格的特性和捐血人的行為信念，使得捐血有了三種不同的健康意涵。分別是將符合捐血資格作為日常自我管理的準則；重視捐血後的血液檢驗報告，並將每次的捐血視為一次「健康檢查」；相信捐血有著促進新陳代謝的健康效益。便利性與情境因素是促成捐血的外在因素。積極的捐血人屬少數，單單改變生活形態，就可能脫離捐血人行列，因此鄰近的捐血地點十分重要。除此之外，隨著捐血地點與日常生活空間相重疊的特性，可能產生一種社會互動形式，即與同事或朋友相揪的捐血團。對於台灣的捐血行為，本研究補充了過去研究中缺少的社會脈絡，發現捐血動機中利他與利己因素共同存在，還有健康意涵在捐血行為上的呈現。且情境因素不只表現在便利性上，還可能讓揪團文化在捐血上顯現，使得捐血不再是單獨個人的助人行為。 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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