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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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Main Author: Phoon, Lee Yong
Format: Thesis
Language:English
English
Published: 2017
Subjects:
HD58.7 Organizational Behavior.
Online Access:https://etd.uum.edu.my/6375/1/s818690_01.pdf
https://etd.uum.edu.my/6375/2/s818690_02.pdf
https://etd.uum.edu.my/6375/
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spelling my.uum.etd.63752021-08-18T05:41:04Z https://etd.uum.edu.my/6375/ Determinants of donor behavioral intention among UUM alumni Phoon, Lee Yong 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 NonPeerReviewed text en https://etd.uum.edu.my/6375/1/s818690_01.pdf text en https://etd.uum.edu.my/6375/2/s818690_02.pdf Phoon, Lee Yong (2017) Determinants of donor behavioral intention among UUM alumni. Masters thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HD58.7 Organizational Behavior.
spellingShingle HD58.7 Organizational Behavior.
Phoon, Lee Yong
Determinants of donor behavioral intention among UUM alumni
description 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.
format Thesis
author Phoon, Lee Yong
author_facet Phoon, Lee Yong
author_sort Phoon, Lee Yong
title Determinants of donor behavioral intention among UUM alumni
title_short Determinants of donor behavioral intention among UUM alumni
title_full Determinants of donor behavioral intention among UUM alumni
title_fullStr Determinants of donor behavioral intention among UUM alumni
title_full_unstemmed Determinants of donor behavioral intention among UUM alumni
title_sort determinants of donor behavioral intention among uum alumni
publishDate 2017
url https://etd.uum.edu.my/6375/1/s818690_01.pdf
https://etd.uum.edu.my/6375/2/s818690_02.pdf
https://etd.uum.edu.my/6375/
_version_ 1709670555157790720
score 13.222552

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