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Research on the Influence of Volunteer Mobilization Strategies on Participation Intention among Young Adults
1. School of Marxism, Changsha University of Science & Technology, Changsha 414004; 2. Institute of Psychology, Chinese Academy of Sciences, Beijing 100101
Abstract：The modernization of social governance in China increasingly depends on volunteering as a structural pillar of collaborative governance. However, a persistent practical dilemma remains: social organizations face significant challenges in mobilizing young adults, who often exhibit low intention to participate, brief engagement cycles, and limited sustained involvement. Conventional top-down administrative mobilization is often ineffective in generating durable enthusiasm among young people. To address the dilemma of “insufficient motivation” in volunteer mobilization and engage youth more effectively, this study aims to systematically compare the effectiveness of alternative mobilization strategies and, crucially, elucidate the underlying psychological mechanisms and boundary conditions that explain why these strategies work or fail.
In collaboration with the Social Work Department of the Hunan Provincial Committee of the Communist Party of China, we conducted on-site recruitment in five communities (including Qingyuan and Baikang) and conducted a field experiment embedded in an actual mobilization scenario. The study employed a single-factor, four-group between-subjects experimental design (with mobilization strategy as the factor: pressure-based, incentive-based, emotion-based, or control). Participants were first required to complete the General Self-Efficacy Scale, after which they were randomly assigned to groups. Upon reading the corresponding experimental materials, they completed the Volunteer Motivation Scale, an adapted Purchase Intention Scale, and a demographic questionnaire.
The results revealed distinct patterns across each strategy. Compared to the control group, the pressure-based strategy significantly reduced participation intention. This negative effect was fully mediated by decreased altruistic motivation. Conversely, the incentive-based strategy did not exert a significant direct effect on participation intention. Instead, its effect was indirect-only, operating through heightened egoistic motivation. The emotion-based strategy demonstrated the most potent direct effect, significantly increasing participation intention above the control group level. Interestingly, its influence was not mediated by altruistic motivation, suggesting a more immediate, heuristic-driven route. Furthermore, self-efficacy played a critical moderating role. For individuals with high self-efficacy, the link between egoistic motivation and participation intention was weakened, whereas the link between altruistic motivation and participation intention was significantly strengthened. For those with low self-efficacy, both motivational paths positively predicted intention.
This study elucidates the differential psychological mechanisms through which mobilization strategies operate, contributing to theoretical integration. The findings support core tenets of Self-Determination Theory, showing how pressure undermines autonomy and altruism. The indirect-only effect of incentives aligns with motivation crowding theory, suggesting a complex interplay where external rewards may simultaneously activate calculative motives while potentially creating subtle tension with the prosocial ethos of volunteering. The direct, unmediated impact of the emotion-based strategy extends social identity and affective heuristic theories, indicating that narrative-driven, affective appeals can trigger participation decisions through rapid intuitive processing rather than deliberate motivational calculus. The demonstrated moderating role of self-efficacy underscores the person-situation interaction, highlighting that the effectiveness of a given strategy is contingent upon the individual’s belief in their own capabilities.
The findings offer concrete, evidence-based guidance for social organizations to optimize their mobilization practices. Practitioners should prioritize emotion-based strategies that forge value congruence and emotional connection, as these most effectively enhance intrinsic willingness to participate. Pressure-based tactics involving commands or obligations should be used with extreme caution, as they risk eroding the altruistic drives foundational to sustained volunteering. Incentive-based approaches can serve as a supplementary tool, particularly useful for initial engagement by lowering perceived barriers. Most importantly, mobilization frameworks should move beyond mere persuasion to incorporate capacity-building. Actively fostering volunteers’ self-efficacy, through training, mastery experiences, and supportive feedback, can transform participation from a tentative willingness into confident action. This shift, from motivating participation to empowering participants, is key to enhancing both the scale and sustainability of youth volunteerism.
卞军凤，周永旭，黄恬婧，方瑜. 志愿服务动员策略对青年参与意愿的影响机制研究[J]. 应用心理学, 0, (): 1-.
BIAN Junfeng， ZHOU Yongxu， HUANG Tianjing，FANG Yu. #br#
Research on the Influence of Volunteer Mobilization Strategies on Participation Intention among Young Adults. 应用心理学, 0, (): 1-.
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