본 연구의 목적은 계획행동이론의 세 변인이 아젠(Ajzen)의 주장에 따라 각각의 차원별로 나누어지는지 조사해 보고, 이러한 차원별 변인들과 계획행동이론에 포함되어 있지 않은 변인들 즉, 도덕적 규범과 자 기 정체성이 수용자의 헌혈의도에 어느 정도 영향을 미치는지 알아보려는 데 있었다. 요인분석 결과 아젠(Ajzen)의 제안대로 계획행동이론을 이루고 있는 세 변인 즉, 행동에 대한 태도, 주관적 규범, 그리고 지각된 행동통제력 은 각각 경험적 태도/도구적 태도, 지시적 규범/기술적 규범, 자기 효능감/ 통제력 등으로 확연히 구분된다는 것이 검증되었다. 위계적 회귀분석 결과, 수용자의 헌혈의도에 유의한 변인은 자기 효능감과 헌혈에 대한 경험적 태 도였다. 이 변인들은 전체 헌혈의도를 69% 정도 설명하고 있었으며, 이 중 에서도 자기 효능감의 설명력이 가장 높은 것으로 나타났다. 그렇지만 이 변 인들을 제외한 나머지 변인들은 모두 유의하지 못하였다.

The purpose of this study is twofold. One is to explore whether three TPB variables(Ab, SN, and PBC) comprises two specific subcomponents based on Ajzen’s suggestion or not. The other is to investigate the explanation powers of these concepts, including moral norm and self-identity to blood donation intentions among undergraduate students. The factor analysis confirmed that Ab, SN, and PBC variables were clearly divided into two sub-scales of their own, that is, experiential/ instrumental, injunctive/descriptive, and self-efficacy/controllability components respectively. A hierarchical multiple regression analysis provided strong support for the roles of experiential attitude and self-efficacy as the major determinants of intention. These two variables explained some 69% of variance, however, self-efficacy made a greater contribution to the prediction of intention than the other.

The purpose of this study is twofold. One is to explore whether three TPB variables(Ab, SN, and PBC) comprises two specific subcomponents based on Ajzen’s suggestion or not. The other is to investigate the explanation powers of these concepts, including moral norm and self-identity to blood donation intentions among undergraduate students. The factor analysis confirmed that Ab, SN, and PBC variables were clearly divided into two sub-scales of their own, that is, experiential/ instrumental, injunctive/descriptive, and self-efficacy/controllability components respectively. A hierarchical multiple regression analysis provided strong support for the roles of experiential attitude and self-efficacy as the major determinants of intention. These two variables explained some 69% of variance, however, self-efficacy made a greater contribution to the prediction of intention than the other.

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TPB, self-efficacy, experiential attitude, blood donation