Understanding moderating effects of collectivist cultural orientation on the knowledge sharing attitude by email

Authors:
Yujong Hwang
Affiliations:
School of Accountancy & Management Information Systems, DePaul University, Chicago, United States and College of International Studies, Kyung Hee University, South Korea
Venue:
Computers in Human Behavior
Year:
2012

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Abstract

This paper investigates the moderating effects of collectivist cultural orientation introduced in the information systems and knowledge management (KM) literature to fully understand the important factors and relationships in knowledge sharing in the online learning environment. Social norms and collectivist cultural orientation are hypothesized as direct and moderating factors to the system users' (or learners') attitude toward sharing knowledge by email. An empirical test of large student samples (n=566) with multiple cultural backgrounds in the most diverse university was implemented by PLS. The test confirmed that collectivist cultural orientation moderates the effects of social norms on the attitude toward sharing knowledge by email. Furthermore, the test results show that group norms are stronger than the instructor or classmate norms. Theoretical and practical implications of these findings for online learning and KM are discussed in the paper.