Predicting Intention to Volunteer for Mega-Sport Events in China: The Case of Universiade Event Volunteers

Abstract

Attracting and retaining a loyal base of volunteers is critical to the success of mega-sport events (MSEs). The purpose of this study was to examine the antecedents of MSE volunteering in a Chinese context. Drawing upon self-determination theory, the study establishes a valid structural equation model of antecedents of Chinese volunteers' satisfaction and their intention to volunteer in future MSEs. The XXVI Summer Universiade provides a case-specific context. After a pilot study to validate questionnaire items, location-based convenience sampling was employed to collect data from Universiade volunteers. A total of 1,015 questionnaires were completed and analyzed. Results from the covariance-based structural equation modeling analysis showed that all of the three exogenous factors—external attractiveness, altruism, and intrinsic motivation—emerged as significant predictors of volunteer satisfaction. In turn, volunteers' perceived level of satisfaction predicted future MSE volunteer intention. Our findings reveal unique differences between Chinese sport event volunteers and their Western counterparts. Implications for event planning and volunteer program design are discussed.