Purpose

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

Design/methodology/approach

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

Findings

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

Practical implications

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

Originality/value

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

中文翻译：

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为什么自我认同和效能对于参与慈善体育赛事很重要？暖光感的作用

目的

慈善体育赛事已成为值得鼓励的重大有益社会现象。在这项研究中，作者旨在检验个人规范、社会规范、自我认同、反应效能和“暖光”感之间的关系，这反过来会影响回归意愿和参与慈善体育赛事的乐趣。泰国。

设计/方法/途径

进行在线自我管理调查以收集来自 600 名参与者的数据，并在两步建模方法下进行结构方程模型 (SEM) 以检验假设。

发现

研究结果表明，自我认同和反应效能对参与者的热情产生积极影响。相比之下，个人和社会规范与暖光的关系并不显着。此外，温暖的光芒会积极影响参与者返回参加活动的意愿和他们的享受。

实际影响

这项研究的发现具有学术意义，可以使营销人员和活动组织者受益，因为他们可以深入了解参与者的行为，并允许他们更好地创建服务以改善参与者体验并更好地提高重复出席率。

原创性/价值

通过在慈善体育赛事的背景下应用暖光的概念，本研究加深了对从前因到参与者愿意通过暖光返回和享受的因果路径的理解。