Segmenting volunteers by motivation in the 2012 London Olympic Games
نویسندگان
چکیده
The present research employed seven motivational factors to delineate sports-event volunteer segments for the 2012 London Olympic Games. The investigators conducted a survey of 11,421 volunteers in the 2012 London Olympic Games and used the factor-clustering method to identify three distinct segments (i.e., the obligated, the enthusiastic, and the semi-enthusiastic). In addition, these segments' overall satisfaction, behavioral intentions for other future events, and socio-demographic backgrounds were assessed, uncovering significant differences among the segments. An ANOVA and a chi-square test found the segments to differ significantly from each other in all of these regards. © 2014 Elsevier Ltd. All rights reserved.
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