Research On Driving Mechanism And Guiding Strategy For Volunteers' Engagement In The Nonprofit Organization Based On Role Identity

The 19^thNational Congress of the CPC pointed out to promote the institutionalization and sustainable development of voluntary service.Driven by the social development of the government,the voluntary research field in China is becoming increasingly perfect,with the number of volunteers increasing year by year,and the professional competence over the voluntary activities strengthening day by day.Fields of voluntary service,including social security,social mobilization,and emergency services,provide effective methods for the public to participate in social governance.However,China is still witnessing some inadequacies in scale and structure of its voluntary service.From the perspective of scale,the number of registered volunteers in China accounts for 11.97%of the total population,which is still far behind that in developed countries where the number of volunteers reaches more than 25%of the total population.In terms of volunteer composition,86.5%of China's volunteers are college students group,with the proportion of female 20%higher than that of male;While,in the United States,for example,the composition of volunteers in developed countries is basically balanced,with the scale maintained at a high and stable level.Therefore,compared with developed countries,China has seen its voluntary service in the developing stage.The results of previous survey show that22.2%of the respondents expressed that they could insist on participating in voluntary service in the next five years,while only 17%of the respondents actually participated in more than 6 times of voluntary service.Therefore,the growth of volunteer scale is accompanied by the current situation of insufficient participation and sustainability,which will inevitably lead to the demand from nonprofit organizations on how to promote volunteers'engagement and competition trend of how to attract the limited volunteers in engagement;How to recruit and retain volunteers has become a major challenge for nonprofit organizations.Amid the current situation of volunteers'participation in nonprofit organization,based on the role identity,with the nonprofit organization's attractiveness to volunteers-volunteers'engagement as the research main line,this research tries to clarify the key driving factors and driving mechanism of nonprofit organization's attractiveness to volunteers,discusses the relationship among volunteers'role identity,nonprofit organization's attractiveness to volunteers,and relationships in volunteers'engagement in nonprofit organization,forming a research model of the driving mechanism for volunteers'engagement in the nonprofit organization based on role identity.This paper sets the driving mechanism for volunteers'engagement in the nonprofit organization as the research object to completes the research contents in six aspects as follows:First,through bibliometric analysis,a comprehensive and intuitive analysis and identification is made on the research hot-spots and development trends of volunteers'engagement in the nonprofit organization.Second,through the qualitative research,a grounded exploratory research is made on the driving factors of volunteers'engagement in the nonprofit organization.First of all,based on the theory of social ecosystem,eight research categories of volunteers'engagement in the nonprofit organization are proposed.Secondly,it puts forward the theoretical model of the driving mechanism of volunteers'engagement in the nonprofit organization based on role identity,which is divided into two stages.Stage I is"Research on the Driving Mechanism of Nonprofit Organization's Attractiveness to Volunteers";Stage II is"Research on the Driving Mechanism of Volunteers'Engagement Based on Role Identity".Third,the Stage I of the study analyzes the key driving factors,research scale and research model of nonprofit organization's attractiveness to volunteers.First of all,through analysis on main components,identification is made on the key driving factors of nonprofit organization's attractiveness to volunteers:Organizational norms,personal motivation,significant other,organizational performance,management attributes and brand perception.In addition,AMOS is adopted to empirically test the research hypothesis through structural equation model,with the results showing that:Personal motivation and organizational norms have no significant effect on volunteers;significant others,organization performance,management attributes and brand perception are significantly affecting volunteers.Fourthly,Stage II is to construct the driving mechanism of volunteers'engagement in the nonprofit organization based on role identity.First of all,verification has been made that 4 the key driving factors of the nonprofit organization's attractiveness to volunteers are significantly related to the volunteers'engagement in the nonprofit organization,and role identity is significantly related to the volunteers'engagement in the nonprofit organization.Verification has been made once again that role identity has an intermediary effect between the nonprofit organization's attractiveness to volunteers and the volunteers'engagement in the nonprofit organization Finally,verification on organizational norms and personal motivation have moderating effects between role identity and volunteers'engagement in the nonprofit organization has been made.Fifthly,through the above two stages of research,the"Research Model of Volunteers'Engagement in the Nonprofit Organization Based on Role Identity"is finally formed.Sixthly,based on the driving mechanism of volunteers'engagement in the nonprofit organization,through simulation analysis,discussion is made on the rules and advantages of volunteers'engagement selection under the interference of situational factors such as role identity,significant other,management attributes,organizational performance,etc.Through the above research,the following conclusions are formed:(1)Driving mechanism of volunteers'engagement in the nonprofit organization based on role identity can effectively improve the engagement degree and engagement sustainability of volunteers.By improving the attractiveness of nonprofit organization,the loss rate of volunteers can be effectively reduced;Through the introduction of role identity,it is possible to effectively reduce the role conflict of volunteers and improve the sustainability of volunteers'engagement.(2)By identifying the general factors influencing volunteers'engagement and extracting the key factors of nonprofit organization's attractiveness to volunteers,this paper proposes to improve the performance and management attributes of nonprofit organizations,advance brand awareness,and focus on the influence of significant others on volunteers,so as to enhance the nonprofit organization's attractiveness to volunteers,and further clarify the path for nonprofit organization to improve the willingness and engagement degree of volunteers.(3)Constructing a driving model for volunteers'engagement in nonprofit organizations through the embedding of role identity can help the formation of an effective cycle of interaction,transmission,correlation and growth between nonprofit organizations and volunteers'engagement.Through the circular connection of acting subjects,the driving mechanism of volunteers'continuous engagement in the nonprofit organization is clarified,which is possible to effectively improve the degree of volunteers'role identity,reduce the loss of volunteers,and improve the sustainability of volunteers'engagement.(4)Empirical analysis reveals that organization norms cannot directly influence volunteers,which,however,can give effect on their engagement when volunteers identify with the norms;The influence of personal motivation on volunteers is not significant,which,however,can be adjusted by the influence of role identity on volunteers'engagement.The stronger the motivation of the group,the greater the influence of role identity on volunteers'engagement;This paper holds that the influence of role identity on volunteers'engagement is regulated by organization norms and personal motivation,and further proposes that the promotion of volunteerism needs to be based on the individual cognition and group needs of contemporary volunteers.(5)Through the simulation analysis of the persuasion path under the influence of situational factors of volunteers'engagement,this paper establishes diversified persuasion paths to improve the stability of volunteers'engagement in the nonprofit organization.Using the weighted small world network to simulate the real society,this paper puts forward five situational factors to improve the frequency of volunteers'engagement:First,these five situational factors have the greatest influence on non-volunteers,so it is necessary to pay attention to expanding the diversified paths of volunteerism transmission,so that the public can understand more about volunteerism.Second,the volunteers who have engaged in the service have reached a balanced state in a shorter period of time.Therefore,to persuade volunteers to engage in the nonprofit organization,it is necessary to attach importance to the evaluation of volunteer service and the encouragement of volunteers,so as to improve the stability of volunteers'engagement in the nonprofit organization.(6)This paper puts forward the guiding Strategy for enhancing volunteers'engagement in the nonprofit organization,which can effectively improve the ability of resource acquisition and link of nonprofit organizations,and enhance the management efficiency and Strategy implementation efficiency of nonprofit organizations.This study provides a basis for Strategy formulation,clarify the bottleneck of the development of nonprofit organizations,point out the pain points of the development of voluntary undertakings,and promote the sustainable development of voluntary undertakings.The paper includes43 figures,27 tables and 223 references...