Designing Behavior Change Support Systems Targeting Blood Donation Behavior

Abstract

While blood is crucial for many surgeries and patient treatments worldwide, it cannot be produced artificially. Fulfilling the demand for blood products on average days is already a major challenge in countries like South Africa and Ghana. In these countries, less than 1 % of the population donates blood and most of the donations come from first-time donors who do not return. Sufficient new, first-time and even lapsed donors must be motivated to donate regularly. This study argues that blood donation behavior change support systems (BDBCSS) can be beneficially applied to support blood donor management in African countries. In this study, the design science research (DSR) approach is applied in order to derive generic design principles for BDBCSS and instantiate the design knowledge in prototypes for a blood donation app and a chatbot. The design principles were evaluated in a field study in South Africa. The results demonstrate the positive effects of BDBCSS on users’ intentional and developmental blood donation behavior. This study contributes to research and practice by proposing a new conceptualization of blood donation information systems support and a nascent design theory for BDBCSS that builds on behavioral theories as well as related work on blood donation information systems. Thus, the study provides valuable implications for designing preventive health BCSS by stating three design principles for a concrete application context in healthcare.