THE ROLE OF SELF-CONSTRUAL IN THE RELATIONSHIP BETWEEN DONATION MOTIVATIONS AND DONATION INTENTION

Abstract

The only way to supply the blood and its components needed for the continuity of human vital activities is for a healthy individual to donate blood voluntarily. Thus, it is very important to understand the motivational factors that lead individuals to donate blood. It is also known that the way individuals construct their own selves can be effective in this process. Although there are studies examining motivations for blood donation, the number of studies focusing on the relationship between self-construal and different donation motivations is scarce. In this regard, the aim of this study is to reveal the role of self-construal in the relationship between donation motivations, which diversify on the axis of altruism and selfishness, and donation intention. For this purpose, the data obtained from 522 participants using the online survey technique were analyzed. Results show that individualism, one of the dimensions of self-concept, do not have a mediating role in the relationship between social appreciation and donation intention, but it has a mediating role in the relationship between materialism and donation intention. On the other hand, collectivist self do not mediate the relationship between altruism and donation intention, but it mediates both the relationship between empathy and donation intention, and the relationship between religious values and spirituality and donation intention. Finally, the theoretical and practical contributions of the study are discussed. The study is expected to contribute to communication and marketing tactics that will mobilize individuals for blood donation.

Keywords

• Social marketing
• Blood donation
• Donor behavior
• Donation motivations
• Self construal

BENLİK KURGUSUNUN BAĞIŞ MOTİVASYONLARI VE BAĞIŞ NİYETİ ARASINDAKİ İLİŞKİDEKİ ROLÜ

Öz

İnsanın yaşamsal faaliyetlerinin devamlılığı için ihtiyaç duyduğu kan ve bileşenlerinin tedarik edilebilmesinin tek yolu sağlıklı bir bireyin gönüllü bir şekilde kanını bağışlamasıdır. Dolayısıyla bireyleri kan bağışına yönlendiren motivasyon faktörlerini anlamak çok önemlidir. Bu süreçte bireylerin kendi benliklerini kurgulama şeklinin etkili olabileceği bilinmektedir. Kan bağışına yönelik motivasyonları inceleyen çalışmalar olsa da benlik kurgusuyla farklı bağış motivasyonları arasındaki ilişkiye odaklanan çalışma sayısı sınırlıdır. Bu doğrultuda çalışmanın amacı, özgecilik ve bencillik ekseninde çeşitlenen bağış motivasyonları ile bağış niyeti arasındaki ilişkide bireyin benlik kurgusunun rolünü ortaya koymaktır. Bu amaç doğrultusunda çevrim içi anket tekniği kullanılarak 522 katılımcıdan elde edilen veriler analiz edilmiştir. Analizler sonucunda, benlik kurgusu boyutlarından bireyciliğin, sosyal beğeni ile bağış niyeti arasındaki ilişkide aracılık rolünün bulunmadığı ancak materyalizm ile bağış niyeti arasındaki ilişkide aracılık rolünün olduğu tespit edilmiştir. Toplulukçu benlik kurgusunun ise özgecilik ve bağış niyeti ilişkisinde aracılık rolünün bulunmadığı ancak hem empati ile bağış niyeti arasındaki ilişkide hem de dini değerler ve maneviyat ile bağış niyeti arasındaki ilişkide aracı olduğu belirlenmiştir. Çalışmanın, kan bağışı için bireyleri harekete geçirecek iletişim ve pazarlama taktikleri açısından katkı sunması beklenmektedir.

Anahtar Kelimeler

• Sosyal pazarlama
• Kan bağışı
• Bağışçı davranışı
• Bağış motivasyonları
• Benlik kurgusu

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