自我效能理论视域下马拉松志愿者感知价值与忠诚度的关系研究——以满意度和归属感为中介

Relationship Between Marathon Volunteers' Perceived Value and Loyalty Under the Theory of Self-efficacy:Intermediary with Satisfaction and Sense of Belonging

为更好地激发马拉松志愿者持续参与服务,提升志愿者的忠诚度,降低招募成本,促进马拉松赛事志愿者的可持续发展。本研究基于班杜拉的自我效能理论,以满意度和归属感为中介,对2018年长春国际马拉松赛事的志愿者进行调查,探讨影响马拉松志愿者忠诚度的影响路径。结果表明:马拉松志愿者感知价值会显著影响满意度和归属感,满意度和归属感在感知价值和忠诚度之间起完全中介作用,归属感的中介效应强于满意度的中介效应。马拉松志愿组织应从优秀志愿者的成功经验、间接经验、培训期间的语言劝说,以及注重志愿者的情绪与生理状态四个方面着手。

In order to better stimulate marathon volunteers to continue to participate in services,enhance volunteer loyalty,reduce recruitment costs,and promote the sustainable development of marathon volunteers.Based on Bandura's self-efficacy theory,this study investigates the volunteers of the 2018 Changchun International Marathon in terms of satisfaction and sense of belonging,and explores the path of influence affecting the loyalty of marathon volunteers.The results show that the perceived value of marathon volunteers can significantly affect satisfaction and sense of belonging.Satisfaction and sense of belonging play a full mediating role between perceived value and loyalty.The mediating effect of belonging is stronger than the mediating effect of satisfaction.Marathon volunteer organizations should start with the successful experience,indirect experience of excellent volunteers,language persuasion during training,and focus on the emotional and physiological state of volunteers.