Internet altruistic motivation promotes internet altruistic behavior: a moderated mediation model

Abstract

This study proposes and tests a moderated mediation model to explore the relationship between Internet altruistic motivation (IAM) and Internet altruistic behavior (IAB), as well as its underlying and conditional mechanisms. A total of 324 Chinese college students (M age = 20.31 years, SD age = 1.38; 165 females) completed a questionnaire consisting of the IAM Questionnaire, IAB Scale, Mehrabian Trait Empathy Scale and Rosenberg Self-Esteem Scale. Results indicated that IAM was positively correlated with IAB (r = 0.44, p < 0.001), and self-esteem played a partial mediating role between IAM and IAB. In addition, empathy moderated the relationship between IAM and self-esteem as well as that between IAM and IAB. Specifically, the higher the individual’s empathy, the stronger the predictive effect of IAM on IAB and self-esteem. The findings can deepen understanding of how and when IAM promotes IAB.