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open access
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ISSN : 1229-8778
Past research suggests that executing blood donation communication message strategies based on differentiated marketing perspective can help improve blood donation rate in Korea. The study thus examined whether blood donation communication message strategies based on differentiated marketing perspective can increase Korean non-donors’ and low-frequency donors’ intention to donate blood. The study was conducted as follows. First, four types of blood donation communication messages (message to enhance altruism, message to enhance self-esteem, message to enhance feeling of satisfaction and message to relieve fear of blood-collecting needles) that were the most frequently used for Korean blood donation communication activities in 2002-2018 were selected through a content analysis and an online survey. Next, another online survey revealed that 371 non-donors and one-time donors in their 30’s to 60’s were divided into (1) high fear group, (2) low fear/distrust group and (3) high distrust group by the criteria of fear for blood donation and distrust of blood donation. The online survey also investigated what types of the blood donation communication messages obtained from the content analysis and the previous online survey could increase intention to donate blood for each of the three groups. As a result, types of blood donation communication messages did not have a differential effect on intention to donate blood among the three groups. Instead, message to enhance altruism and message to enhance feeling of satisfaction increased intention to donate blood for all of the three groups. The results offer the practical implication that the related organizations should be careful when they develop and execute blood donation communication message strategies based on differentiated marketing perspective. This is because all of the blood donation communication message strategies based on differentiated marketing perspective could not be effective to increase blood donation rate in Korea.
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