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Research Article

An Empirical Study on the Effects of Individual Emotions and Sense of Virtual Community (SOVC) on Knowledge Sharing Intention in Online Communities

Jeon, Hyeongyu1 · Lee, Geonchang1

1 Sungkyunkwan University

Published: January 2015 · Vol. 44 No. 6 · pp. 1473-1510

DOI: https://doi.org/10.17287/kmr.2015.44.6.1473

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Abstract

In the context of online knowledge sharing community, it is important to analyze why the community users want to share knowledge with others because the degree of such knowledge sharing intention is a key success factor to the community. This becomes more certain when it comes to the fact that the community users compete with other to get more timely and valuable information. Moreover, users' emotions affect such knowledge intention significantly. Based on these facts, this study aims to investigate role of emotions on users' knowledge intention in the online community. To add a sense of reality much more, we classified emotions into two groups - individual emotions and SOVC as organizational emotions. For the sake of individual emotions, we consider “enjoy helping”, “sense of reciprocity”, “self efficacy”, and “sense of competition”. As organizational emotions, we consider “sense of membership”, “integration and fulfillment of needs”, and “emotional connection”. For the purpose of empirical experiments, we collected 258 valid questionnaires from the online community users. For the sake of obtaining more realistic results, we divided the data into two groups- dataset with strong competition-oriented individuals, and dataset with weak competition-oriented individuals. Applying SEM (structural equation models) to each dataset revealed robust results containing a lot of implications for both researchers and practitioners. Major findings from analyzing the 258 valid questionnaires are as follows. First, an emotional factor motivating individuals' intentions for knowledge sharing is an emotional connection from an organizational perspective. Second, emotional factors motivating individuals' intentions for knowledge utilization are sense of competition from an individual perspective, and integration and fulfillment of needs from an organizational perspective. Third, there exist no emotional factors keeping individuals from knowledge contribution. Fourth, those emotional factors affecting individuals with strong sense of competition are identical with those emotional factors influencing organizational knowledge sharing except self-efficacy. Fifth, those emotional factors affecting individuals' knowledge contribution intentions include “enjoy helping”, and “sense of reciprocity” from an individual perspective, and “sense of membership”, “emotional connection” from an organizational perspective. Sixth, those emotional factors affecting individuals' knowledge utilization intentions include “self-efficacy”, and “sense of competition” from an individual perspective, and “integration and fulfillment of needs” from an organizational perspective. As future study issues, we present that consideration of negative emotions will behave as an crucial moderating variable for individuals to show significantly different level of intentions for knowledge sharing, knowledge contribution, and knowledge utilization. Besides, we will perform psycho-physiological experiments in which EEG, ECG, GSR, and fMRI methods will be adopted to investigate in-depth roles of negative and positive emotional factors in manipulating individuals' intentions for knowledge sharing, contribution, and utilization in a number of intriguing decision-making contexts.
Keywords: 지식경영지식공유경쟁심감정온라인 공동체의식(SOVC)