How Does Perceived Calling Influence Sustained Volunteering Intention? The Role of Volunteering Norm and COVID-19 Pandemic Strength

Abstract

The number of college student volunteers has been increasing and they have provided voluntary services in several fields. However, their willingness to continue volunteering remains unsustainable. Thus, this study, integrating the theory of planned behavior and event system theory, constructed a moderated mediating model to test the underlying mechanism of perceived calling on sustained volunteering intention through volunteering norm, and the moderating effect of the COVID-19 pandemic strength. A three-wave field questionnaire was designed and administered to the same 700 college students. The results showed that perceived calling positively predicted volunteering norm; volunteering norm positively influenced sustained volunteering intention. Volunteering norm mediated the link between perceived calling and sustained volunteering intention. Moreover, the COVID-19 pandemic strength moderated the direct relationship between perceived calling and volunteering norm and the indirect effect. When COVID-19 pandemic strength was at its peak, the direct and mediating effects were stronger. These findings suggest that cultivating college student volunteers’ perceived calling and norm are important to improve their sustained volunteering intention.