体育赛事志愿者参与动机对体育行为意向的影响——基于计划行为视角

The Influence of Volunteers’Motive in Participating in Sports Events on Their Intent of Behaviors in Sports--Based on the Theory of Planned Behavior

以大学生志愿者为研究对象,从参与动机角度探索志愿服务对推动体育行为意向形成的有效途径。方法:利用问卷调查法测量149名大学生志愿者的志愿服务参与动机、行为态度、主观规范、主观行为控制感和行为意向等。结果表明:大学生志愿者参加体育赛事的志愿服务动机主要以目的性因素和自我性因素为主;参与动机,尤其是自我性参与动机越强,志愿者后续进行体育行为的意向也越强。行为控制感能够显著调节自我性参与动机对体育行为意向的促进效应;当行为控制感较低时,自我性参与动机对行为意向的促进作用也会随之增强。建议:凝聚学校、家庭、社会的多种力量,激发大学生对体育赛事志愿服务的目的性参与,促进其形成体育行为意向,提高体育参与程度。

OBJECTIVE:This study aims to explore effective ways to promote an intention of sports behaviors via volunteering from the perspective of college students’motives for participating in volunteering.METHOD:A questionnaire survey was completed to measure the motivation,attitudes toward the behavior,subjective norms,perceived behavioral control and behavioral intention of 149 college student volunteers.RESULTS:The motivations of these college student volunteers in sports events are mainly based on purpose factor and ego factor.The stronger the ego factor,the stronger the volunteers’intention to perform sports behaviors.Perceived behavioral control can significantly moderate the effect of ego factor on promoting the intention of behaviors in sports;as perceived behavioral control becomes lower,the promoting effect will be stronger.SUGGESTIONS:It is recommended to unite the schools,families and the society to stimulate the purposeful participation of college student volunteers in sports events,so as to promote the formation of their sports behaviors intention and elevate the degree of sports participation.