[社会资本指标在新冠疫情期间对会员留存率的相关性]
[The relevance of social capital indicators for member retention during the corona pandemic].
作者信息
Burrmann Ulrike, Sielschott Stephan, Braun Sebastian
机构信息
Institut für Sportwissenschaft, Humboldt-Universität zu Berlin, Unter den Linden 6, 10099 Berlin, Deutschland.
出版信息
Ger J Exerc Sport Res. 2022;52(3):374-385. doi: 10.1007/s12662-021-00793-9. Epub 2022 Jan 5.
Even before the corona pandemic, more and more sports clubs reported declining memberships, episodic engagement, and difficulties in recruiting and retaining volunteers. Given the complex constraints on sports clubs and social activities during the corona pandemic, the question arises as to how this exceptional social situation affected membership retention in clubs and the importance of social capital. This paper addresses a research gap by estimating membership commitment in the aftermath of the corona pandemic, focusing on the relevance of different social capital indicators. The empirical analyses are based on a representative population survey conducted in late 2020/early 2021. Membership retention of the sports club members remains quite high. Social capital indicators that are narrowly related to the sports club explain little in predicting member retention. In addition to perceived norms of reciprocity in the club, helpfulness and ingroup trust increase retention, while sociability orientation and outgroup trust decrease the likelihood of still being a member of the club after the pandemic. When all predictors are included, the model goodness of fit increases to almost 26%. In addition to a few sociodemographic characteristics, membership-related characteristics (e.g., crisis management of the association) contribute to the variance clarification. Willingness to help, outgroup trust, and a tendency towards sociability are the only significant social capital indicators in the overall model, although they contribute with considerable weights to the variance explanation.
甚至在新冠疫情之前,就有越来越多的体育俱乐部报告会员人数下降、参与活动断断续续,以及在招募和留住志愿者方面存在困难。鉴于新冠疫情期间体育俱乐部和社会活动面临的复杂限制,一个问题随之而来:这种特殊的社会状况如何影响俱乐部的会员留存率以及社会资本的重要性。本文通过估计新冠疫情后的会员忠诚度,关注不同社会资本指标的相关性,填补了一项研究空白。实证分析基于2020年末/2021年初进行的一项具有代表性的人口调查。体育俱乐部会员的留存率仍然相当高。与体育俱乐部密切相关的社会资本指标在预测会员留存方面解释力很小。除了俱乐部中感知到的互惠规范外,乐于助人以及群体内信任会提高留存率,而社交取向和群体外信任则会降低疫情后仍为俱乐部会员的可能性。当纳入所有预测因素时,模型的拟合优度提高到近26%。除了一些社会人口特征外,与会员资格相关的特征(如协会的危机管理)有助于解释方差。乐于助人的意愿、群体外信任和社交倾向是总体模型中仅有的显著社会资本指标,尽管它们对方差解释的贡献权重相当大。