Donors and nondonors’ value priorities and attitudes towards the use of gamification in blood donation
| dc.contributor | Aalto University | en |
| dc.contributor | Aalto-yliopisto | fi |
| dc.contributor.advisor | Halme, Merja | |
| dc.contributor.author | Okkonen, Ada | |
| dc.contributor.department | Tieto- ja palvelujohtamisen laitos | fi |
| dc.contributor.school | Kauppakorkeakoulu | fi |
| dc.contributor.school | School of Business | en |
| dc.date.accessioned | 2022-06-19T16:04:05Z | |
| dc.date.available | 2022-06-19T16:04:05Z | |
| dc.date.issued | 2022 | |
| dc.description.abstract | The objectives of this thesis were to explore whether the value orientations of blood donors differed from the ones of nondonors, what kind of attitudes donors and nondonors had towards the use of gamification in blood donation, and whether there existed a connection between different value orientations and attitudes towards the use of gamification in blood donation. The Schwartz theory of basic human values was the basis for measuring the respondents’ value priorities, and literature on blood donation and gamification were explored to form hypotheses for the study. The empirical research was conducted through an online questionnaire (N=154). The questionnaire included questions on the respondents’ donation behavior as well as a value scale and a scale on attitudes towards the use of gamification on blood donation. The data were analyzed using descriptive statistics, t-tests, one-way ANOVA, and correlation analysis. The findings of the study indicate that blood donors prioritize universalism and self-direction more than nondonors, whereas nondonors prioritize hedonism more than donors. A negative relationship between hedonism and donation experience was also discovered. More specifically, people who have donated blood five or more times seem to prioritize hedonism less than first-time donors. Furthermore, the findings indicate that both donors and nondonors have neutral to positive attitudes towards gamification of blood donation. Out of the ten values, only tradition had a negative relationship with attitudes towards the use of gamification in blood donation while no value had a positive relationship. Finally, managerial implications and theoretical contributions of the findings are presented, and limitations and suggestions for future research are discussed. | en |
| dc.format.extent | 54 + 7 | |
| dc.identifier.uri | https://aaltodoc.aalto.fi/handle/123456789/115111 | |
| dc.identifier.urn | URN:NBN:fi:aalto-202206193952 | |
| dc.language.iso | en | en |
| dc.location | P1 I | fi |
| dc.programme | Information and Service Management (ISM) | en |
| dc.subject.keyword | blood donation | en |
| dc.subject.keyword | value priorities | en |
| dc.subject.keyword | gamification | en |
| dc.subject.keyword | gameful design | en |
| dc.title | Donors and nondonors’ value priorities and attitudes towards the use of gamification in blood donation | en |
| dc.title | Verenluovuttajien ja verta luovuttamattomien arvot ja asenteet verenluovutuksen pelillistämistä kohtaan | fi |
| dc.type | G2 Pro gradu, diplomityö | fi |
| dc.type.ontasot | Master's thesis | en |
| dc.type.ontasot | Maisterin opinnäyte | fi |
| local.aalto.electroniconly | yes | |
| local.aalto.openaccess | no |
