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The human touch: investigating the importance of anthropomorphism in retaining episodic volunteers
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The human touch: investigating the importance of anthropomorphism in retaining episodic volunteers
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Journal Article
The human touch: investigating the importance of anthropomorphism in retaining episodic volunteers
2025
Overview
PurposeThe objective of this study is to investigate how anthropomorphic perceptions of a film festival influence volunteers’ intention to continue volunteering. Specifically, it aims to understand the mediating roles of psychological proximity, psychological contract and commitment in shaping this relationship, with a focus on volunteers at film festivals in Indonesia.Design/methodology/approachThe study employs a sequential explanatory mixed method by conducting an online survey towards volunteers and in-depth interview to selected informants. Data from 80 volunteers was analysed using partial least square structural equation modelling (PLS-SEM) to test the hypotheses. Further, in-depth interviews with 15 volunteers were also conducted and the data was analysed using content analysis to obtain deeper understanding of the phenomena.FindingsThis study found that identification provides a positive influence to volunteers’ intention to continue volunteering in a film festival. Identification is influenced by psychological proximity, which also proven to provide positive influence on psychological contract and commitment (identification and contribution). Further, this study also provides empirical evidence that psychological proximity is influenced by aspects of anthropomorphism namely moral virtue and conscious emotions.Originality/valueThis study is the first study to empirically test the anthropomorphism concept to uncover the continuance intention of film festival volunteers. Two mechanisms of anthropomorphism influence intention to continue volunteering: the indirect relationship from moral virtue to intention to continue volunteering and from conscious emotions to intention to continue volunteering.
Publisher
Emerald Group Publishing Limited
