We investigated the situation of blood donation behavior and attitude toward blood donation in 426 university students. It was observed that samples had little concern for blood donation and the negative images popularly. For a factor analysis in attitude of the blood donation, it was revealed ten factors that were "a pain and fear for blood donation", "a tendency to evasion to blood donation", "contribution to society of blood donation", "physical condition defectiveness of oneself", "an image that blood donation "is to be good",“the badness of an image for blood donation”, “a medical examination of oneself", "a feeling of waste in time", "a dangerous image for blood donation", "influence of the mass media" as the obstructive factors for blood donation. One of the factors, "Indifference to blood donation" contributed strongly to blood donation behaviors as a result of the multiple regression analysis. It was indicated that improvement of promotion for recruitment of blood donation was important.
