Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Influencing Knowledge Sharing on Social Media: A Gender Perspective

  • Jae Hoon Choi (Austin E. School of Business, University of Wisconsin Green Bay) ;
  • Ronald Ramirez (School of Business, University of Colorado Denver) ;
  • Dawn G. Gregg (School of Business, University of Colorado Denver) ;
  • Judy E. Scott (School of Business, University of Colorado Denver) ;
  • Kuo-Hao Lee (Ziegler College of Business, Bloomsburg University)
  • Received : 2019.10.29
  • Accepted : 2020.04.22
  • Published : 2020.09.30
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Abstract

Online Word-of-Mouth communication, or eWOM, has dramatically changed the way people network, interact, and share knowledge. Studies have examined why consumers choose to share knowledge online, especially online product reviews, as well as the motivations of individuals to share product ideas online. However, the role of gender in shaping the motivation and types of knowledge shared online has been given little consideration. Using concepts from Social Exchange Theory and the Theory of Reasoned Action, we address this research gap by developing and testing a model of gender's influence on knowledge sharing in a social media context. A PLS analysis of survey data from 257 students indicates that reputation, altruism, and subjective norms are key motivators for knowledge sharing intention in social media. More importantly, that gender plays a moderating role within the motivation-knowledge sharing relationship. We also find that subjective norms have a greater impact on knowledge sharing with women than with men. Collectively, our research results highlight individualized factors for improving customer participation in external facing social media for marketing and product innovation.

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References

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