The roles of large-scale sporting event volunteer motivations in predicting behavioural intention within the theory of planned behaviour

Abstract

The purpose of this study was: 1) to investigate the influences of the three components of theory of planned behaviour (TPB; Ajzen, 1985) on intention to return to volunteer for future large-scale sporting events; 2) to examine the mediating roles of the three TPB components in the relationships between volunteer motivations and intention to return for volunteering. One hundred seven volunteers for NCAA Men’s Basketball Tournament completed a paper-based survey questionnaire. Results of multiple regression analyses revealed that subjective norm and perceived behavioural control of TPB were significantly effective in predicting volunteers’ intention to return. Subjective norm fully mediated the relationships between motivations (i.e., personal growth and career orientation) and intention. The influences of motivations such as expression of value, community involvement, love of sport, and interpersonal contacts on intention are partially mediated by subjective norm.