A cross-sectional survey in three Chinese cities (Nanjing, Zhenjiang, Danyang) through the Jiangsu Provincial Blood Center included 1385 participants, including 320 first-time donors and 1065 repeat donors. Factors increasing the willingness to donate again were a history of a large number of donations (aOR=4.66; 95% CI: 2.21–9.85; p<0.001), long-term residence (aOR=2.29; 95% CI: 1.55–3.39; p<0.001) and comprehensive knowledge of donation (aOR=8.76; 95% CI: 3.24–23.66; p<0.001). Other significant factors included personal motivation (aOR=2.00; 95% CI: 1.40–2.86; p<0.001), provision of incentives (aOR=3.33; 95% CI: 1.32–8.41; p=0.011), positive environmental experiences (aOR=2.51; p=0.016), increased motivational value (aOR=1.70; 95% CI: 1.06–2.73; p=0.029) and vaccination offer (aOR=1.66; 95% CI: 1.06–2.61; p=0.028). Decreased willingness was associated with adverse events (aOR=0.49; 95% CI: 0.34–0.71; p<0.001) and issuing a certificate (aOR=0.60; 95% CI: 0.42–0.84; p=0.003). Willingness factors differ significantly between first-time donors and repeat donors. The study recommends strengthening knowledge among first-time donors and favorable policies for repeat donors.