The objective of this study is to develop and test a conceptual model exploring the structural relationship between significant values and variables in volunteer management and corporate sponsorship in order to seek a potential link for corporate engagement in the support of volunteers for the development of volunteer management and retention strategies. We collected data from a sample of 470 volunteers who participated in the 28th Southeast Asian Games held in Singapore in 2015. We conducted a structural equation modeling to test the hypotheses of the conceptual model. The results show that person-task and person-organization fit enhance both volunteer retention and application value of employer branding through the serial mediation effect of empowerment and social capital. The findings imply that providing volunteers with opportunities for social capital experiences (e.g., trusty networks, social development, and cooperation; developing new relationships) can be efficient to ensure the sustainable volunteer management.

本研究的目的是开发和测试一个概念模型，探索志愿者管理和企业赞助中的重要价值和变量之间的结构关系，以寻求企业参与支持志愿者发展志愿者管理和保留策略。我们从参加 2015 年在新加坡举行的第 28 届东南亚运动会的 470 名志愿者中收集了数据。我们进行了结构方程建模来检验概念模型的假设。结果表明，人-任务和人-组织契合通过赋权和社会资本的序列中介作用，提高了志愿者保留和雇主品牌的应用价值。