Impact Path of Continuous Participation Intention of Volunteers for Large-scale Sports EventsFocus on Volunteers for Beijing 2022 Winter Olympic Games

The volunteers of Beijing 2022 Winter Olympic Games are taken as the research object, aiming to provide theoretical basis for the volunteer management of large-scale sports events in the post-Beijing Winter Olympics period with the impact path result of continuous participation intention of volunteers for large-scale sports events, by the construction of the model of "participation motivation - work engagement - satisfaction - continuous participation intention" for volunteers, and the test of nine hypotheses of direct and mediating effects. The results show that the participation motivation of sports volunteers is characterized significantly by endogenous altruism, which is a relatively rational dual motivation type that combines altruism and egoism. And, the participation motivation is the main driving force of participation behaviors; the level of work engagement positively affects volunteers' satisfaction and the latter is the key element of volunteers' continuous participation intention in voluntary services. Some suggestions are put forward, that is: developing multi-level cultural resources with a clear value interpretation; strengthening the integration of multiple cultures with the homology of theme values; promoting self-efficacy and satisfaction with scientific performance evaluation; building cooperative society to help the accumulation of social capital, etc.