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| Content Provider | Springer Nature Link |
|---|---|
| Author | Lee, Young joo Won, Doyeon Bang, Heyjin |
| Copyright Year | 2014 |
| Abstract | Sports events are important fundraisers for many nonprofit organizations, with the 10 largest events in the U.S. having generated more than $1.2 billion in 2011. The success of these events in part depends on volunteer participation and retention as they involve a large number of volunteers. In particular, returned volunteers can assist first-time volunteers and even participate in training of new volunteers, helping ease the staff’s workload. Nevertheless, the existing literature does not provide a theoretical framework through which event volunteers’ retention motivations could be understood. This study tests if the theory of planned behavior (TPB) can explain event volunteers’ retention, using a sample of volunteers in an annual sports event. The findings from the structural equation model suggest that the TPB is a useful tool for understanding event volunteers’ retention and that event volunteering is a type of leisure activity. The analysis also indicates that the perceived behavioral control is the strongest predictor of event volunteers’ intention to return. |
| Starting Page | 229 |
| Ending Page | 241 |
| Page Count | 13 |
| File Format | |
| ISSN | 18651984 |
| Journal | International Review on Public and Nonprofit Marketing |
| Volume Number | 11 |
| Issue Number | 3 |
| e-ISSN | 18651992 |
| Language | English |
| Publisher | Springer Berlin Heidelberg |
| Publisher Date | 2014-05-11 |
| Publisher Place | Berlin, Heidelberg |
| Access Restriction | One Nation One Subscription (ONOS) |
| Subject Keyword | Nonprofit sports events Volunteer retention Theory of planned behavior Marketing |
| Content Type | Text |
| Resource Type | Article |
| Subject | Economics and Econometrics Marketing |
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