Understanding a User's Service Usage and Knowledge Sharing Behavior in the Context of Knowledge Search Service

지식검색 서비스 사용자의 서비스 사용과 지식 공유 행위에 관한 이해

  • 김병수 (한국과학기술원 지식경영연구센터) ;
  • 전진호 (단국대학교 컴퓨터학부) ;
  • 강영식 (명지대학교 경영정보학과)
  • Received : 2009.03.01
  • Accepted : 2009.05.12
  • Published : 2009.06.01

Abstract

Web 2.0, characterized as openness, sharing, and participation, has enabled Internet users to easily generate a variety of contents, and to share them through Web 2.0 services. Knowledge search service (KSS) is positioning itself as one of typical Web 2.0 services. Yet, few studies have sharpened our understanding of users' knowledge sharing behavior in the KSS environment. In order to address this knowledge void, this paper attempts to explore antecedents of their usage behavior in the KSS environment. Typically, they utilize stored knowledge and share their knowledge simultaneously. Considering this characteristic, our study regards service usage intention and knowledge sharing intention as final dependent variables. This study advances a research model based on Bhattacherjee's expectation-confirmation model, which is expanded by incorporating trust belief. Because of the openness of KSS, trust belief is believed to play a critical role in forming users' service usage intention and knowledge sharing intention. Furthermore, this study examines the difference of the antecedents' effects in terms of users' gender. We collected data from 275 respondents who have experience in using KSS. PLS (partial least squares) was employed for the analysis of the data. Analysis results confirm the important role of user satisfaction and trust belief in the formation of users' service usage intention and knowledge sharing intention. More importantly, trust belief has a more salient effect on knowledge service usage intention than user satisfaction. This study also shows the moderating role of users' gender. Finally, this paper provides managerial guidance on strategic planning aimed at improving users' service usage intention and knowledge sharing intention in the KSS environment.

Acknowledgement

Supported by : 명지대학교