Abstract
This study was designed to explore motivational factors that affect college students' participation in charity sport events (CSEs). Based on the literature related to sport participation and donor motivation, six motivational factors were identified: philanthropy, sport, supporting the cause, social interactions, reference group influence and benefits. The results of the confirmatory factor analysis with 494 college students indicated that the overall model fit was satisfactory. The most important motive was philanthropic, followed by sport-related motive and supporting the cause. In addition, the findings from a multivariate analysis of variance showed demographic differences in the motivational factors. The results suggest that CSE marketers should emphasise philanthropic nature of the CSE to attract college students who are female, non-White and have previous CSE experiences. Alternatively, they should carefully select a high demand sport activity to attract college students who are male, White and lack previous CSE experience. These promotional strategies will be helpful in developing effective fundraising campaigns for college students.
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