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The influence of organizational social responsibility on involvement behavior in community sport membership associations
Nonprofit Management and Leadership ( IF 2.627 ) Pub Date : 2020-02-18 , DOI: 10.1002/nml.21406
Katie Misener 1 , Kristen Morrison 1 , Micheal Shier 2 , Kathy Babiak 3
Affiliation  

Membership‐based associations are critical to their local communities and the overall social impact of the nonprofit sector. This study examines how organizational social responsibility within nonprofit membership associations influences positive member involvement behaviors, including volunteering, speaking positively about the club, and member loyalty. Self‐administered online questionnaires were completed by 735 members within seven grassroots membership associations in Ontario, Canada offering community‐based sport programs. Results show that members are somewhat aware of and felt positively about their organization's socially responsible efforts. Awareness of these efforts had a positive direct effect on the involvement behaviors of members, including intention to stay involved with their club and speaking positively about their club to others (i.e., word of mouth). Members' level of social consciousness was found to have a positive direct effect on word of mouth. Furthermore, members' positive evaluation of sport clubs' socially responsible initiatives was found to partially mediate the positive relationship between social consciousness and involvement behavior, as well as partially mediate the positive relationship between awareness of those efforts and involvement behavior. Results of this research provide grassroots membership associations with an in‐depth understanding of how their organization's efforts toward social responsibility influence member perceptions and behaviors, which may help them focus their efforts and more effectively manage their social change agenda moving forward.

中文翻译:

组织社会责任对社区体育会员协会参与行为的影响

基于成员资格的协会对于其当地社区和非营利部门的整体社会影响至关重要。这项研究探讨了非营利会员协会内部的组织社会责任如何影响积极的会员参与行为,包括志愿服务,对俱乐部的积极评价以及会员忠诚度。自我管理的在线调查问卷由加拿大安大略省七个基层会员协会的735名成员完成,提供基于社区的体育计划。结果表明,成员对组织的社会责任感有所了解,并给予了积极的评价。意识到这些努力对成员的参与行为有积极的直接影响,包括有意与他们的俱乐部保持联系并积极地与他人谈论他们的俱乐部(即口口相传)。发现成员的社会意识水平对口碑产生了积极的直接影响。此外,发现成员对体育俱乐部的社会责任主动性的积极评价可以部分调解社会意识与参与行为之间的积极关系,也可以部分调解对这些努力的意识与参与行为之间的积极关系。这项研究的结果为基层会员协会提供了对其组织为履行社会责任所做的努力如何影响会员的观念和行为的深入了解,
更新日期:2020-02-18
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