Millennials alumni and donor behaviour: an insight from management-based university in Malaysia

H. Shaari, Phoon Lee Yong, S. Salleh, S. Perumal, Fakhrul Anwar Zainol
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引用次数: 1

Abstract

Recent economic crisis had dragged not only profit-oriented organisations into hard situation, non-profit organisations such as public universities in Malaysia also badly affected especially in term of limited budget allocation from government. Hence, public universities are facing tremendous challenge in sustaining their university performance especially in sustaining their ranking and reputation at the global arena. As a result, universities in Malaysia nowadays are encouraged to be more creative in wealth creation for financial sustainability. This study attempts to investigate alumni readiness to donate to their alma maters as a part of the financial sustainability agenda among public universities. The study among 311 millennials alumni from one of the well-known management-based university in Malaysia revealed that attitude towards donation, peer pressure and religiosity play a significant role in explaining donor behavioural intention. Besides, religiosity also found to mediate the relationship between attitude towards donation and donor behavioural intention. Implication and recommendation for future research also is discussed in this article.
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千禧一代校友与捐赠者行为:来自马来西亚管理大学的见解
最近的经济危机不仅使以营利为导向的组织陷入困境,马来西亚的公立大学等非营利组织也受到严重影响,特别是政府有限的预算拨款。因此,公立大学在保持其大学表现方面面临着巨大的挑战,特别是在保持其在全球舞台上的排名和声誉方面。因此,如今马来西亚的大学被鼓励在财富创造方面更具创造性,以实现财务可持续性。本研究试图调查校友是否愿意将捐赠给母校作为公立大学财务可持续性议程的一部分。对马来西亚一所知名管理型大学的311名千禧一代校友的研究表明,对捐赠的态度、同伴压力和宗教信仰在解释捐赠者行为意愿方面起着重要作用。此外,宗教信仰对捐赠态度与捐赠者行为意向之间的关系也有中介作用。本文还讨论了对未来研究的启示和建议。
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来源期刊
International Journal of Applied Management Science
International Journal of Applied Management Science Business, Management and Accounting-Strategy and Management
CiteScore
1.20
自引率
0.00%
发文量
21
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