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http://dx.doi.org/10.3743/KOSIM.2021.38.1.087

The Effects of Motivation and Continuing Factors on the Satisfaction of Volunteer Activities and Marketing Intention for Volunteers in Public Libraries  

Lee, Go-Eun (연세대학교 일반대학원 문헌정보학과)
Kim, Giyeong (연세대학교 문헌정보학과)
Publication Information
Journal of the Korean Society for information Management / v.38, no.1, 2021 , pp. 87-112 More about this Journal
Abstract
Volunteers in public libraries are recognized only as internal manpower, so their sustainability and effectiveness are limited because the motivation for volunteering is hardly considered. This study aims to explore the motivation for volunteering in public libraries and the factors to continuation of the volunteering, and to analyze how these factors affect volunteer satisfaction and marketing intentions. To this end, the variables in this studies including satisfaction and motivation was defined operationally based on the related research and a pilot study with several in-depth interviews. A questionnaire survey was executed with the defined variables and the survey data were analyzed statistically. The results showed that the factors of emotional and psychological motivation influenced the satisfaction and marketing intention rather than the managerial factors such as remuneration. The results indicate the need for a change in volunteer management to a relationship-oriented management method. This study is meaningful in that it expands the value of volunteers in public libraries from as managerial to as marketing resources for public libraries.
Keywords
public libraries; volunteers; satisfaction; marketing; motivation for participation; sustainability; library staff;
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Times Cited By KSCI : 2  (Citation Analysis)
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