Determinants of donor behavioral intention among UUM alumni
Faced with a tight budget, public universities are now looking at alternative ways to raise funds and one possible source is the university alumni. The purpose of this study is to examine the relationship between the attitude of donor behaviour, peer pressure, university brand personality and religi...
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HD58.7 Organizational Behavior. Phoon, Lee Yong Determinants of donor behavioral intention among UUM alumni |
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Faced with a tight budget, public universities are now looking at alternative ways to raise funds and one possible source is the university alumni. The purpose of this study is to examine the relationship between the attitude of donor behaviour, peer pressure, university brand personality and religiosity with donor behavioural intention of Universiti Utara Malaysia (UUM) alumni. A set of questionnaire, based on the
extended theory of planned behaviour model which included religiosity, was distributed to the alumni. The opinions of relevant experts and professors were used to validate the questionnaire. The data were analysed using Smart PLS-a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) method. The finding reveals that attitude of donor behaviour, peer pressure; university brand personality and religiosity have a significant positive relationship with donor behavioural intention. The findings are useful for the university management to design strategies according to the behaviour of the alumni which could help increase the donation percentage. The funds raised will enable the
university to maintain its reputation and quality. It is suggested that future studies should include alumni from all public universities in Malaysia. |
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Phoon, Lee Yong |
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Phoon, Lee Yong |
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Phoon, Lee Yong |
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Determinants of donor behavioral intention among UUM alumni |
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Determinants of donor behavioral intention among UUM alumni |
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Determinants of donor behavioral intention among UUM alumni |
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Determinants of donor behavioral intention among UUM alumni |
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Determinants of donor behavioral intention among UUM alumni |
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determinants of donor behavioral intention among uum alumni |
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Universiti Utara Malaysia |
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School of Business Management |
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2017 |
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my-uum-etd.63752021-08-18T05:41:04Z Determinants of donor behavioral intention among UUM alumni 2017 Phoon, Lee Yong Shaari, Hasnizam School of Business Management School of Business Management HD58.7 Organizational Behavior. Faced with a tight budget, public universities are now looking at alternative ways to raise funds and one possible source is the university alumni. The purpose of this study is to examine the relationship between the attitude of donor behaviour, peer pressure, university brand personality and religiosity with donor behavioural intention of Universiti Utara Malaysia (UUM) alumni. A set of questionnaire, based on the extended theory of planned behaviour model which included religiosity, was distributed to the alumni. The opinions of relevant experts and professors were used to validate the questionnaire. The data were analysed using Smart PLS-a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) method. The finding reveals that attitude of donor behaviour, peer pressure; university brand personality and religiosity have a significant positive relationship with donor behavioural intention. The findings are useful for the university management to design strategies according to the behaviour of the alumni which could help increase the donation percentage. The funds raised will enable the university to maintain its reputation and quality. It is suggested that future studies should include alumni from all public universities in Malaysia. 2017 Thesis https://etd.uum.edu.my/6375/ https://etd.uum.edu.my/6375/1/s818690_01.pdf text eng public https://etd.uum.edu.my/6375/2/s818690_02.pdf text eng public masters masters Universiti Utara Malaysia Aaker, D. A. (1996). Building strong brands. New York: The Free. Aaker, J. 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