Exploring the digital altruism: how shyness shapes prosocial behaviours in young adults through emotional and cognitive lenses

This study investigates the impact of shyness, a prevalent trait among young adults, on their online prosocial behaviours. Recent research predominantly centres on negative online behaviours, this study focuses more on the positive online interactions, emphasising the role of shyness in facilitating or hindering prosocial activities in digital spaces. Employing a multiple mediation model, this study examines the complex interplay between emotional (meaning in life and gratitude) and cognitive (subjective socioeconomic status) factors in shaping the influence of shyness on online prosocial behaviours. Data from 776 young adults (354 men, with an average age of 20.38 ± 2.58) were analyzed. The findings reveal that shyness negatively impacts online prosocial behaviours directly and also plays a role indirectly through mediations involving subjective socioeconomic status, gratitude, and meaning in life. It answered why shy individuals tend to view online spaces as sanctuaries, preferring solitude over engaging in prosocial online interactions. This study advances the understanding of how shyness interacts with socio-emotional factors to shape online behaviour, particularly in prosocial activities. It highlights the significance of considering individual psychological traits in designing inclusive and supportive online communities. Additionally, it offers guidelines for developing digital platforms and initiatives that foster prosocial behaviour, especially among shy individuals.