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. 2021 Apr 17;18(8):4270.
doi: 10.3390/ijerph18084270.

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

Joan Torrent-Sellens  1   2 , Cristian Salazar-Concha  3 , Pilar Ficapal-Cusí  1   2 , Francesc Saigí-Rubió  2   4
Affiliations

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

Joan Torrent-Sellens et al. Int J Environ Res Public Health. .

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: Theory of Planned Behaviour; blood donation; collaborative exchanges; consumer behaviour; digital platforms.

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Conflict of interest statement

The authors declare no conflict of interest.

Figures

Figure 1
Figure 1
Structural model (direct effects) of collaborative blood donation (CBD). Note: *** p = 0.001.
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