大型赛事志愿者的期望与感知:北京冬奥会赛前赛后的对比数据

Expectations and Perceptions of Sport Event Volunteers:Data Comparison of Before and after the Beijing Winter Olympics

志愿者是国际体育赛事顺利举办的重要保障,志愿者的服务前期望和服务后感知对其后续志愿行为会产生明显影响。本研究基于期望不一致理论,分两阶段对参加2022年北京冬奥会志愿服务的志愿者进行了追踪调查:在赛前测量了志愿者的服务期望,在赛后又跟踪调研了他们的服务感知。结果表明:(1)基于期望不一致理论,期望和感知差异的正负和大小可以直接预测出志愿者的再次参与意愿;(2)志愿者的参与满意度在期望不一致和再次参与意愿之间起到中介作用,志愿者满意度、支持度在期望不一致和再次参与意愿之间起到链式中介作用;(3)总体而言,志愿者期望值大于感知值。本研究为期望不一致理论在志愿者行为方面的研究提供了实证基础,也有助于体育赛事组织者更好地进行志愿者招募和管理工作。

Volunteers play a crucial role in the successful organization of international sports events.This article utilized the expectationdisconfirmation theory to conduct a two-stage follow-up survey on volunteers who participated in the 2022 Beijing Winter Olympic Games.The results indicate that:(1)The difference between expectation and perception,as well as the direction of this difference,can directly predict the re-participation intention of volunteers.(2)The participation satisfaction of volunteers has a mediation eff ect between the expectationdisconfirmation and the re-participate intention.And the satisfaction and support of volunteers play a chain mediation effect between the expectation-disconfi rmation and the re-participate intention.(3)Overall,volunteers’expectations tend to be higher than their perceptions.This evidence can assist sport event organizers in recruiting and managing volunteers more eff ectively.