{"title":"How Volunteer Commitment Differs in Online and Offline Environments","authors":"Jennifer Ihm, M. Shumate","doi":"10.1177/08933189211073460","DOIUrl":null,"url":null,"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.","PeriodicalId":47743,"journal":{"name":"Management Communication Quarterly","volume":"36 1","pages":"583 - 611"},"PeriodicalIF":1.9000,"publicationDate":"2022-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management Communication Quarterly","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/08933189211073460","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
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.
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.
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