Analysis of Influencing Factors of College Students' Volunteer Service Brand Based on MOA Model

Abstract

Brading college students' voluntary service is not only for the development demand of social welfare but also for the inevitable choice of the organization and professionalization of voluntary service. The brand has important guiding significance for promoting the long-term and effective development of college students' voluntary service and promoting the progress of social welfare. Thus, from the MOA perspective and based on a questionnaire survey of 254 college student volunteers in a city, we analyze the influence of college students' motivations and abilities on the brand-building of volunteer service, using a structural equation model to opportunities. The result shows that psychological motivations, government policies1, and professional abilities have a positive influence on brand building. Of all these factors, professional ability plays an intermediary role between psychological motivation and brand building. The result of this study provides countermeasures and suggestions for brand building from three aspects: incentive mechanism, guarantee mechanism1, and training mechanism. These findings have a great significance on the quality promotion and the management of volunteer service.