Objective To provide a better understanding of the psychological and environmental factors associated with blood donor recruitment and retention. Methods Subjects were 1953 Beijing citizens, including 922 donors and 1031 non-donors. Survey questionnaire was used in the study. First, we interviewed randomly 100 citizens with open-ended papers about blood donation to identify the factors which may affect blood donation. Based on this pre-study, 146 items which reflect motivation, beliefs, knowledge and service in regards to blood donation were analyzed in the further study. These items were compiled into a questionnaire and administered to the subjects. Results The results of independent sample T tests showed that, compared with non-donors, donors reported higher level of extraversion, agreeableness and conscientiousness and higher scores in knowledge about blood -donation, but a lower level of neuroticism. Among the four motivators of blood donation （benevolence, altruism, kinship and hedonism）, benevolence is the greatest motivator for blood donors. Path model predicting donor intentions from the beliefs showed that kinship support, self-efficacy, self-control and identity positively predict intention of blood-donation. Conclusions Blood-donation is associated with some specific personality characteristics such as extraversion, agreeableness and conscientiousness and neuroticism. Outgoing, agreeable and conscientious individuals are more likely to be blood donors, whereas nervous individuals are more unlikely to donate blood. Blood donation motivation is better described as ＂benevolence＂ rather than ＂altruism＂. Thus, we suggest that the messages in blood campaigns should focus on benevolence rather than altruism. If blood-donors are supported by their close friends or relatives, or feel helpful by donating blood, they will become life-long donors

目的了解影响北京市民无偿献血的主要因素,并针对这些因素制定相应的策略,进而更有效地招募和保留献血者。方法首先对100名被试人员进行开放式访谈,并查阅有关文献,确定可能影响无偿献血行为的因素。在此基础上获得了能够反映人格、献血动机、献血信念、献血知识和血站服务质量的146个问题项目。将这些项目编入问卷,对1953名北京市民进行问卷测试,其中献血者922名,非献血者1031名。结果与非献血者相比,献血者在外向性、宜人性、审慎性、献血知识上得分比较高,在神经质上得分比较低。在4种无偿献血的动机中(慈善、利他、亲缘、享乐),慈善对献血意图的预测力最强。亲友支持、自我效能、自我控制感和认同感对人们的献血意图具有正向的预测作用。结论无偿献血行为与某些特定的人格特征有关联。在招募献血者时,强调"利人利己"比强调"无私奉献"效果更好。当人们参与无偿献血得到亲友支持、感受到效能和控制感时,就会对无偿献血产生认同。