Investigating Factors Affecting Knowledge Sharing Intention of Salespeople

Abstract

This article examines the role of various economic, socio-psychological and sociological factors that influence a salesperson’s intention to share knowledge with other salespersons. The research framework is based on the original theory of reasoned action developed by Fishbein and Ajzen in 1975. Data were gathered through questionnaires involving 164 respondents across sectors. Measure validation and model testing were conducted using Partial Least Square (PLS) Graph Version 3.0. Results indicate that subjective norm (SN) followed by attitude towards knowledge sharing (KS) has the strongest influence on intention of salespeople to share knowledge. Among factors that affect attitude towards KS, perceived reputation enhancement has the strongest impact followed by other salient variables, such as perceived loss of knowledge power, organizational commitment and anticipated reciprocal benefits. This testifies that before engaging in KS, employees carefully weigh in the benefits and costs involved in the process. Negative and insignificant relationship is found between perceived organizational incentives and attitude towards KS. SN in context of KS is strongly influenced by factors, such as sense of self-worth followed by organizational climate.