重大活动中志愿者服务动机与激励——以2022年北京冬奥会为例

Investigating Volunteer Motivation in Major Events:A Case Study of the 2022 Beijing Winter Olympics

北京2022年冬奥会的成功举办离不开志愿者的无私付出。本文在VFI量表和SEVMS量表分析框架基础上,结合社交媒体大数据与已有研究编制志愿者动机量表,并对冬奥会志愿者志愿服务动机进行量表构建和维度划分。结果表明:冬奥会志愿服务动机由爱国主义、个人发展、价值表达、职业导向、外在奖励、社会交往、疫情影响七个维度构成,不同志愿者群体之间在志愿服务动机上也存在一定差异,在此基础上分析志愿者动机和激励措施对志愿者再次参与志愿服务意愿的影响。基于研究结果,为大型赛事志愿者的招募、培训、组织提出建议。

The success of the Beijing 2022 Winter Olympics is contingent on the assistance of volunteers.This study aims to explore the motivation structure of individuals who volunteer for the event.To this end,we developed a volunteer motivation scale that integrates big data from social media with existing research,using the analytical frameworks of the Volunteer Functions Inventory(VFI)and Special Event Volunteer Motivation Scale(SEVMS).We categorized the aspects of volunteer motivation for Winter Olympics volunteers using exploratory factor analysis,reliability testing,and dummy variable regression.According to the fi ndings,seven factors explain why people choose to volunteer for the Winter Olympics:patriotism,personal growth,value expression,career oriented,external reward,social interaction,and pandemic influence.Additionally,we find that volunteer motivation varies by volunteer group.On this basis,we analyze the impact of volunteer motivation and incentives on volunteers’willingness to re-engage in volunteering.Based on our fi ndings,we provide recommendations for the recruitment,training,and organization of volunteers for large-scale events.