Overview

Original Research

ANALYSIS OF THE VOLUNTEERS' INTENT TO CONTINUOUSLY VOLUNTEER IN LIUZHOU MARATHON BASED ON THE STRUCTURAL EQUATION MODEL

JIACUN WEI 1, NUTTAVUT PHONSRI 2, MONTIPA VILASTHIP 3, and BOONYADA PAHASING 4.

Vol 19, No 11 ( 2024 )   |  DOI: 10.5281/zenodo.14747401   |   Author Affiliation: Doctor of Philosophy Program Student, Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand. Email: s63484950006@ssru.ac.th. 1; Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand. *Corresponding Author Email: nuttavut.ph@ssru.ac.th.2; Lecturer, Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand. Email: montipa.vi@ssru.ac.th. 3; and Lecturer, College of Innovation and Management, Suan Sunandha Rajabhat University, Thailand. Email: boonyada.pa@ssru.ac.th 4.   |   Licensing: CC 4.0   |   Pg no: 720-729   |   Published on: 30-11-2024

Abstract

In this study, the willingness of volunteers to participate in the Liuzhou Marathon was taken as the starting point,

and a structural equation model affecting the willingness of volunteers to participate was constructed through

quantitative research methods. It further analyses the impact of motivation, commitment, management, and job

satisfaction on volunteers' willingness to participate on an ongoing basis. This study was conducted using 507

questionnaire data and processed and analyzed using SPSS and AMOS software. This study has three research

objectives: 1. To investigate the current status of continuing to participate in volunteer service in the Liuzhou

Marathon Race, China.2. To analyze the relationship between motivation, satisfaction, managerial and job

satisfaction and willingness to continue volunteering in the Liuzhou Marathon Race, China.3. To evaluate the

motivation, commitment, management, and job satisfaction models of volunteers who continue to participate in

the Liuzhou Marathon in China. The results indicate that: Commitment has a significant positive impact on the

willingness to continue serving. Motivation has a significant positive impact on the willingness to continue

serving. Management has a significant positive impact on the willingness to continue serving. Job satisfaction

plays a mediating role between commitment and the willingness to continue serving. Job satisfaction plays a

mediating role between motivation and the willingness to continue serving. Job satisfaction plays a mediating role

between management and the willingness to continue serving. Job satisfaction has a significant positive impact

on the willingness to continue serving. Commitment has a significant positive impact on job satisfaction.

Motivation has a significant positive impact on job satisfaction. Management has a significant positive impact on

job satisfaction.

Keywords

Liuzhou Marathon; Volunteer; Willingness to Continue to Serve; Job Satisfaction.