The purpose of this research consists of identifying the antecedents that may influence the adoption of omnichannel behavior by volunteers. This behavior can be understood as the interchangeable use of online and offline channels, providing volunteers with multiple contact points with nonprofit organizations. To this end, we first propose a conceptual model based on Clary et al.'s motivations framework and other relevant literature. Second, we test our model through quantitative-based research, employing an online questionnaire with a representative sample of 7822 volunteers working for the Spanish Red Cross. We then carry out a hierarchical cluster analysis to group similar volunteers into clusters according to the use they make of the different offline and online channels, followed by an ordered logistic regression analysis to test the hypotheses proposed. First, two volunteer profiles are identified: offline-oriented volunteers with low or no omnichannel behavior, and online-oriented volunteers with high or very high omnichannel behavior. Second, our results suggest that some types of motivations among volunteers (understanding the nonprofit, career or employment opportunities, the advice of family, friends, and acquaintances, and protective reasons), as well as the sense of belonging, perceived usefulness of new technologies, social influence and having feedback channels, all positively influence the adoption of omnichannel behavior by volunteers. Additionally, our findings reveal different effects for the two clusters identified. Finally, and using a contingency approach, implications for nonprofit–volunteer relationship management are drawn.

中文翻译：

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非营利组织中的志愿者全渠道行为：关键前因和对管理的影响


本研究的目的包括确定可能影响志愿者采用全渠道行为的因素。这种行为可以理解为线上线下渠道的互换使用，为志愿者提供了与非营利组织的多个接触点。为此，我们首先基于 Clary 等人的动机框架和其他相关文献提出了一个概念模型。其次，我们通过基于定量的研究来测试我们的模型，采用在线调查问卷，对西班牙红十字会工作的 7822 名志愿者进行了代表性抽样调查。然后，我们进行层次聚类分析，根据相似的志愿者对不同线下和线上渠道的使用情况将其分组，然后进行有序逻辑回归分析来检验所提出的假设。首先，确定两种志愿者概况：全渠道行为低或无的线下志愿者，全渠道行为高或非常高的线上志愿者。其次，我们的结果表明，志愿者中存在某些类型的动机（了解非营利组织、职业或就业机会、家人、朋友和熟人的建议以及保护原因），以及归属感、新技术的实用性、社会影响力和反馈渠道，都会对志愿者采取全渠道行为产生积极影响。此外，我们的研究结果揭示了所识别的两个簇的不同影响。最后，使用应急方法得出对非营利组织与志愿者关系管理的影响。