The objective of current study is to examine the influence of personal characteristics on helping behavior on the Internet. Three personal factors - Empathy, moral reasoning and altruistic personality are expected to have influence on individuals' attitude toward helping, which will in turn influence intention of helping. An online questionnaire survey was conducted and 198 valid samples were returned. Regression analyses were used to test the hypotheses. The results indicated all the personal factors are significant predictors of attitude toward helping, which significantly influence individuals' intention of helping. Thus, all the hypotheses were supported.
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