体育赛事是具有明显竞技特色的运动项目。近年来，体育赛事的国际的影响力不断增强并逐步演变成了民族文化输出、增加国家荣誉的重要途径。体育赛事志愿者作为大型体育赛事的重要人力保障，发挥着重要且不可替代的作用。在志愿者的参与下，体育赛事的开展变得更加顺利，从而提升体育赛事的整体质量。志愿服务动机对志愿服务的组织有关键性的影响，这也是许多学者研究志愿服务动机的重要原因。本文探讨了北京冬奥会大学生志愿服务的积极性、影响志愿服务动机的因素以及高校志愿服务的优化途径。 本文以定量的问卷调查分析作为主要分析方法，以定性的深入访谈作为次要支撑，根据Bang的VMS-ISM量表，测量北京冬奥会首都高校大学生志愿者的志愿服务动机及其影响因素。向北京冬奥会大学生志愿者发送问卷调查，共收回359份有效问卷。将所有数据整理后，使用SPSS27.0进行问卷信度效度检验、数据均值、方差分析以及多元线性回归分析，并对不同组别进行分类讨论，最后根据访谈得到支撑性的分析和讨论。结果表明，本次北京冬奥会大学生志愿服务的主要动机为“价值观表达”、“个人成长”和“人际交往”；体育相关专业、体育运动兴趣程度、体育信息关注度、工作满意度四个自变量对志愿服务动机呈现出显著正向的影响；政治面貌和是否参加过体育志愿服务并不能显著地影响志愿服务动机。这表明体育专业、越热爱体育运动、在志愿活动中满意度越高的大学生们，其体育赛事服务动机会越强烈。 最后，本文对北京冬奥会首都高校志愿者志愿服务动机的特征进行描述和总结，结合访谈深入了解案例，并为将来的体育志愿服务及体育志愿者管理提供优化建议和对策。

Sports events are sports with obvious competitive characteristics. In recent years, the international influence of sports events has been continuously enhanced and gradually evolved into an important way to export national culture and increase national honor. As an important manpower resources for large-scale sports events, volunteers play an important and irreplaceable role. When volunteers are involved, sporting events go more smoothly. Volunteering motivation has a key impact on volunteering organizations, which is the topic most scholars have focused on researching. This paper discusses the volunteer motivation of college students in the Beijing Winter Olympics, the factors affecting the motivation of volunteer service, and the optimization of college volunteer service.This paper takes quantitative questionnaire analysis as the main analysis method and qualitative in-depth interviews as the secondary support, measuring the volunteer motivation of college student volunteers and corresponding influential factors in the Beijing Winter Olympics according to Bang‘s VMS-ISM scale. A questionnaire survey was sent to college student volunteers for the Beijing Winter Olympics, and a total of 359 valid questionnaires were collected. After data collecting, SPSS27.0 was used to perform questionnaire reliability and validity test, data mean analysis, analysis of variance, and multiple linear regression analysis. Analysis was conducted with different classified groups. Further analysis and discussion were performed according to interviews.The results show that the main motivations of college student volunteers in the Beijing Winter Olympics are "value expression", "personal growth" and "interpersonal communication". The four independent variables that had a significant impact on volunteer motivation are the relationship of the major with sports, sports interest level, the interest level to sports information, and job satisfaction. Political affiliation and a background of participation in sports volunteering do not significantly influence the volunteer motivation. This suggest that the college students with a higher interest level in sports and higher satisfaction in volunteering have higher motivation to volunteer in sports events.Finally, this paper describes and summarizes the characteristics of volunteer service motivation of college students in the Beijing Winter Olympics, and provides suggestions and countermeasures for future sports volunteer service and management.