Why do event volunteers return? Theory of planned behavior Article

Lee, YJ, Won, D, Bang, H. (2014). Why do event volunteers return? Theory of planned behavior . 11(3), 229-241. 10.1007/s12208-014-0117-0

cited authors

  • Lee, YJ; Won, D; Bang, H

fiu authors

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.

publication date

  • September 1, 2014

Digital Object Identifier (DOI)

start page

  • 229

end page

  • 241

volume

  • 11

issue

  • 3