How Volunteer Commitment Differs in Online and Offline Environments

IF 1.9 4区管理学 Q2 COMMUNICATION

Management Communication Quarterly Pub Date : 2022-02-15 DOI:10.1177/08933189211073460

Jennifer Ihm, M. Shumate

引用次数: 1

Abstract

The contemporary media environment transforms the organization-volunteer relationship by attenuating the formation of organizational belonging, often thought to be the result of direct interactions and face-to-face meetings. We examine and compare factors that influence offline and online volunteering. We investigate the ties for communicating about volunteering that bind individuals to nonprofit organizations (NPOs) and the ways that multiple levels of identification influence volunteer commitment to these NPOs. Using structural equation modeling, the results from an online survey of 816 volunteers suggest that online volunteers, unlike offline volunteers, are not motivated to volunteer more by exclusive relationships with organizational members or their volunteer identity. Their volunteering is related to their communication ties with both members and nonmembers and their identification with both the organization and the social issue. We discuss implications regarding how the changed dynamics in online volunteering complicates the traditional organization-volunteer relationship.

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在线和离线环境下志愿者承诺有何不同

当代媒体环境通过削弱组织归属感的形成来改变组织与志愿者的关系，组织归属感通常被认为是直接互动和面对面会议的结果。我们检查并比较影响线下和线上志愿活动的因素。我们调查了将个人与非营利组织(NPOs)联系在一起的关于志愿服务的沟通关系，以及多层次认同影响志愿者对这些非营利组织的承诺的方式。利用结构方程模型，对816名志愿者进行的在线调查结果表明，与线下志愿者不同，在线志愿者的志愿动机更多地不是来自与组织成员的排他性关系或他们的志愿者身份。他们的志愿活动与他们与会员和非会员的沟通联系以及他们对组织和社会问题的认同有关。我们讨论了在线志愿活动的动态变化如何使传统的组织-志愿者关系复杂化的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Management Communication Quarterly Multiple-

CiteScore

4.30

自引率

16.00%

发文量

期刊介绍： Management Communication Quarterly presents conceptually rigorous, empirically-driven, and practice-relevant research from across the organizational and management communication fields and has strong appeal across all disciplines concerned with organizational studies and the management sciences. Authors are encouraged to submit original theoretical and empirical manuscripts from a wide variety of methodological perspectives covering such areas as management, communication, organizational studies, organizational behavior and HRM, organizational theory and strategy, critical management studies, leadership, information systems, knowledge and innovation, globalization and international management, corporate communication, and cultural and intercultural studies.