1. If You Can't Pay Back, Pay It Forward: Proposing an Alumni Donor Behavioural Intention Model
- Author
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Chai, Clementinie, Amran, Azlan, and Ooi, Say Keat
- Subjects
School construction ,Business - Abstract
Purpose: An understanding of alumni behavioural intention is essential if public universities intend to outsource the alumni contribution fund. This study explores the predicting factors that affect alumni giving intention to Malaysian public universities. Design/methodology/approach: This conceptual study aimed to present a novel alumni behavioural intention concept. By adopting and extending the theory of planned behaviour, an in-depth explanation of alumni intention to give, university reputation, attitude towards giving, and the facilitating condition is provided. Findings: New insights into the important factors related to alumni donor behavioural intention determinants were obtained by introducing four predictive factors (university reputation, attitude towards giving, subjective norms, and facilitating condition) that might influence alumni giving intention to their alma mater. Research limitations/implications: The suggested model should be further examined. Practical implications: The findings presented suggestions for Malaysian public university management by constructing an alumni behavioural intention model as a basic guide to formulate a comprehensive and sustainable strategy that attracts more alumni to donate to their alma mater in the future. Originality/value: The findings contribute to the understanding of alumni donor behavioural intention in Malaysia. Keywords: Alumni giving intention, theory of planned behaviour, university reputation, attitude towards giving, subjective norms, facilitating condition, Introduction Government allocations are the main source of higher education funding globally (Organisation for Economic Co-operation and Development [OECD], 2020; Singh, 2014). The recent coronavirus disease 2019 (COVID-19) pandemic caused [...]
- Published
- 2023