Volunteer Use and Nonuse Values, Satisfaction, And Future Engagement in a Sport Event

Abstract

This study examines the influence of use and nonuse values on volunteers' satisfaction and their continued future engagement in a sports event. Using the case study of the Arctic Winter Games, evidence showed that nonuse values have a higher impact on satisfaction but use values outweigh nonuse values' direct influence on the intention to volunteer again due to the strong mediating effect of satisfaction in the effect of nonuse values on intention to volunteer again. Some of these effects were significantly different based on gender, first-time volunteers, and the younger generation. Both use and nonuse values had greater impact on satisfaction for the indigenous than nonindigenous group. The results point to the new potential for using use and nonuse values to target different groups to continue volunteering.