Abstract
Knowledge sharing is becoming an increasingly popular area and has been extensively discussed in knowledge management literature. The theory of planned behavior (TPB) is a leading theoretical model of cognitive determinants of behavior that has been shown to predict knowledge sharing. Although the TPB has been used in predicting knowledge sharing, integrating additional variables or theories may heighten the predictive ability of the TPB. This study proposes an integrated model that considers desire and moral norm in a two-component TPB model for predicting knowledge sharing intention. Our models are assessed by using data from a sample of 220 participants in one of the largest credit cooperatives in Taiwan and analyzed using the partial least squares (PLS) method. The results of this study indicate that 1) moral norm is an important variable in predicting desire toward knowledge sharing; 2) desire fully mediates the relationship between cognitive attitude and intention; and 3) desire partially mediates the relationships between affective attitude, self-efficacy, moral norm and intention. This study also discusses the implications of knowledge sharing intention.
Highlights
Knowledge sharing is the behavior characterized by an individual disseminating his acquired knowledge to otherHow to cite this paper: Huang, C.-C., & Chen, T.-H. (2015)
Our results indicated that moral norm cannot be ignored in exploring knowledge sharing intention
Desire mediates the relationships between affective attitude, cognitive attitude, self-efficacy, moral norm and knowledge sharing intention
Summary
Knowledge sharing is the behavior characterized by an individual disseminating his acquired knowledge to otherHow to cite this paper: Huang, C.-C., & Chen, T.-H. (2015). Knowledge sharing is the behavior characterized by an individual disseminating his acquired knowledge to other. How to cite this paper: Huang, C.-C., & Chen, T.-H. Moral Norm and the Two-Component Theory of Planned Behavior Model in Predicting Knowledge Sharing Intention: A Role of Mediator Desire. Chen members within an organization (Ryu et al, 2003). Previous literature has emphasized various factors influencing individuals’ willingness to share knowledge, such as extrinsic and intrinsic motivation, organization climate, costs and benefits, personality traits, social cognition, social capital or information technology (Bock et al, 2005; Chiu et al, 2006; Engelmann & Hesse, 2011; Hsu et al, 2007; Kankanhalli et al, 2005; Matzler et al, 2008; Wasko & Faraj, 2005). This study will adopt the theory of planned behavior (TPB) to predict knowledge sharing intention because the TPB is perhaps the most influential theory for the prediction of social behaviors (Rivis et al, 2009)
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