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

Authors: Hyejin Bang; Cindy S. Lee

Addresses: Department of Leadership and Professional Studies, Florida International University, 11200 SW 8th Street, ZEB 339A, Miami, FL 33199, USA ' College of Physical Activity and Sport Sciences, West Virginia University, 3250 Jerry West Blvd, Coliseum #236, Morgantown, WV 26506, USA

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.

Keywords: theory of planned behaviour; TPB; intention to return; volunteer motivation; international sporting events; international events; VMS-ISE; subjective norm; perceived behavioural control; personal growth; career orientation; volunteers; value expression; community involvement; love of sport; interpersonal contacts; large-scale events.

DOI: 10.1504/IJHEM.2014.066987

International Journal of Hospitality and Event Management, 2014 Vol.1 No.2, pp.111 - 134

Received: 27 May 2013
Accepted: 28 Oct 2013

Published online: 19 Jan 2015 *

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