Bifactor analysis of motivation for charity sport event participation

Abstract

The purpose of this study was to examine the utility of the existing subscales of charity sport events (CSEs) participation motivation by adopting both a second-order modeling and a bifactor modeling approaches. The results with 488 college students revealed that the bifactor model provided a better interpretation of the data compared to second-order model. The five-factor CSE motivation significantly predict the intention to participate in CSEs along with two domain-specific motivations, namely 'sport and event' and 'cause' while other three domain-specific motivations including 'philanthropic', 'social interaction', and 'reference group' are not statistically significant predictors. The results suggest that the bifactor model is more useful in predicting this group's participation in charity sport events. Keywords:charity sport events; bifactor modeling; participation motivation; nonprofit marketing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 CHARITY SPORT EVENTS 3 Bifactor Analysis of Motivation for Charity Sport Event ParticipationWith increasing competition in the fundraising marketplace, today's nonprofit organizations have developed and implemented a variety of fundraising programs. Among all fundraising methods, charity sport events (CSEs) which combine sport and charitable activities have been one of the most popular types (Filo, Spence, & Sparvero, 2013;Gladden, Mahony, & Apostolopoulou, 2005;Hendriks & Peelen, 2013). Research reports that charity sport events not only introduce the organization to new donors and strengthen the relationships with the current donors through participation in sport activities, but they also generate publicity for the organization and its mission (Filo et al., 2013; Grantspace 2014; Won & Park, 2010 given NPOs' strong reliance on donor funding and their need to enhance public awareness.Consequently, understanding the motivation behind participation in CSEs is critical to the successful administration of these types of events.In response to such demands, researchers have examined motivation with regard to participation in CSEs (Bennett et al. 2007;Filo et al. 2011;Scott and Solomon 2003; Won and Park 2010; Won et al. 2010). Their studies examine various types of motivation to attendCSEs from the perspectives of sport participation, helping behavior, and donor behavior (Bennett et al. 2007;Filo et al. 2011;Snelgrove and Wood 2010; Taylor and Shanka 2008; Won and Park 2010 CSE motivation constructResearch has identified five motivational dimensions for participation in CSEs: a philanthropic motive, a sport-related motive, supporting a cause, social interaction, and joining a reference group, as noted above. First, the philanthropic motive refers to a desire to help others and is considered one of the major motives behind CSE participation. A large number of...

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