FACTORS INFLUENCING INTERNET GIVING BEHAVIOUR AND ALTRUISM AMONG YOUNG GRADUATES IN MALAYSIA

Abstract

This research investigates the factors affecting the internet giving behaviour among young graduates in Malaysia. The Theory of Planned Behaviour (TPB) was employed as a baseline theory to examine the effects of altruism, attitude, subjective norm, and perceived behavioural control. The analysis was based on 230 respondents surveyed and the results showed that all factors examined were instrumental in determining the internet giving behaviour. The study contributions are narrowed to the variables studied, specific geographical location and the context as well. The results provide valuable insights for university management to better plan charitable contributions drawn from the platform of internet giving. Similarly, the results help to improve the role of bank managers to stimulate internet banking use among young graduates for charitable giving purposes. This study extends the TPB’s applicability to include internet giving behaviour in a Malaysian context.