The relationship between self-esteem and internet altruistic behavior: The mediating effect of online social support and its gender differences

Abstract This study aimed to test the relationship between self-esteem and Internet altruistic behavior (IAB) as well as the mediating effect of online social support (OSS) and the associated gender differences. By using structural equation modeling (SEM), 383 Chinese undergraduates (aged from 17 to 22 years) completed a paper-and-pencil questionnaire that assessed their IAB, OSS, and self-esteem. Results show a significant positive correlation between self-esteem and IAB. OSS plays a complete mediating role between self-esteem and IAB. Such mediating role is mainly observed among males and is not significant among females. This study deepens our understanding of how self-esteem affects IAB and provides important practical guidance for cultivating the IAB of individuals.