This study explores a mechanism whereby donation intention to alma mater is established among college students. The study proposes and empirically investigates student gratitude as a promising factor leading to students' intention to donate to their colleges after graduation. The study presents a research model that addresses not only the direct effect, but also the indirect effect, among the quality of education service, student gratitude toward alma mater, and donation intention to it. Data collection was carried out at a major business school in South Korea. The findings of the study present an insight into the understanding of the college students' post-graduate behavior and underscore the unique role the sense of gratitude plays in establishing students' donation intention. Implications for practitioners and researchers are discussed.
service quality, sense of appreciation, gratitude, donation intention, donation to alma mater