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

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.