Using Digital Platforms to Promote Blood Donation: Motivational and Preliminary Evidence from Latin America and Spain

Joan Torrent-Sellens (), Cristian Salazar-Concha, Pilar Ficapal-Cusí and Francesc Saigí-Rubió
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Cristian Salazar-Concha: Faculty of Economic and Administrative Sciences, Universidad Austral de Chile (UACh), Valdivia 5110566, Chile
Pilar Ficapal-Cusí: Faculty of Economics and Business, Universitat Oberta de Catalunya (UOC), 08035 Barcelona, Spain
Francesc Saigí-Rubió: Interdisciplinary Research Group on ICTs (i2TIC), Universitat Oberta de Catalunya (UOC), 08035 Barcelona, Spain

IJERPH, 2021, vol. 18, issue 8, 1-17

Abstract: The lack of blood donors is a global problem that prevents the demand for blood prompted by an ageing population and increased life expectancy from being met. The aim of this study was to conduct an initial exploration of the reasons for using digital platforms in blood donation. Using a Theory of Planned Behaviour (TPB) framework, microdata for 389 participants from Latin American countries and Spain, and Partial Least Square-Structural Equation Modelling (PLS-SEM), the study obtained three main prediction paths. The first two started from feelings of trust in the digital community and a positive mood state associated with a modern lifestyle, and they were linked to attitudes and behavioural control in the explanation of the intention to donate and actual blood donation. The third path started from modern lifestyles, and was linked to the subjective norm in the prediction of intention and actual donation. These paths represent one of the very first attempts to predict intentions of donation and collaborative donation by taking a PLS-SEM approach. By determining the paths underpinning collaborative blood donors’ motives, the results of this study provide strong support for the usefulness of the TPB model within the context of digital platform use and blood donation.

Keywords: blood donation; digital platforms; collaborative exchanges; consumer behaviour; Theory of Planned Behaviour (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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