선행연구들은 차별적 마케팅 관점 기반의 헌혈 커뮤니케이션 메시지 전략 집행이 국내 헌혈률 제고에 도움이 될 것이라고 제안한다. 이에 본 연구는 차별적 마케팅 관점 기반의 헌혈 커뮤니케이션 메시지 전략이 국내 비헌혈자들과 저빈도 헌혈자들의 헌혈 의향을 높이는데 효과적인지를 검증했다. 본 연구의 절차는 다음과 같다. 먼저 내용분석과 온라인 설문조사를 통해 국내에서 2002년-2018년 기간 중 가장 빈번하게 집행된 4개 유형의 헌혈 커뮤니케이션 메시지(이타주의 제고 메시지, 자아존중감 제고 메시지, 만족감 제고 메시지, 채혈용 바늘에 대한 두려움 해소 메시지)를 선정했다. 이후 추가 온라인 설문조사를 실시해서, 헌혈에 대한 두려움과 헌혈에 대한 불신을 기준으로 371명의 30대-60대 비헌혈자들과 1회 헌혈자들을 (1) 고 두려움 집단, (2) 저 두려움/불신 집단 및 (3) 고 불신 집단으로 세분화했다. 또한 해당 온라인 설문조사로 내용분석과 이전 온라인 설문조사를 통해 선정한 4개 유형의 헌혈 커뮤니케이션 메시지 중 어떤 유형이 각 집단의 헌혈 의향을 높이는데 차별적으로 효과적인지를 확인했다. 그 결과, 세 집단 간 헌혈 의향 제고에 효과적인 헌혈 커뮤니케이션 메시지 유형의 차이를 발견하지 못 했다. 대신 모든 집단에서 이타주의 제고 메시지와 만족감 제고 메시지가 헌혈 의향을 높이는 것으로 밝혀졌다. 이 결과는 모든 차별적 마케팅 관점 기반의 헌혈 커뮤니케이션 메시지 전략이 국내 헌혈률 제고에 효과적이지 않을 수 있기 때문에 유관 조직이 차별적 마케팅 관점 기반의 헌혈 커뮤니케이션 메시지 전략을 개발하고 집행할 때 신중해야 한다는 실무적 함의를 제공한다.
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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