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Understanding the determinants of continuous knowledge sharing

intention within business online communities

Kamarul Faizal Hashim

A thesis submitted to Auckland University of Technology in fulfilment

of the requirements for the degree of Doctor of Philosophy (PhD)

August 2012

AUT Business School

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Table of Content

Attestation of Authorship ................................................................................................ vi

Acknowledgement .......................................................................................................... vii

Abstract ............................................................................................................................ ix

List of Figures ................................................................................................................... xi

List of Tables.................................................................................................................... xii

CHAPTER 1.0 Introduction ................................................................................................ 1

1.0 Overview of Chapter 1 ............................................................................................. 1

1.1 Significance and Motivation of the Research .......................................................... 1

1.2 Overview of Continuous Knowledge Sharing Literature ......................................... 4

1.3 Theoretical Foundations of This study ..................................................................... 6

1.3.1 Information Systems Continuous Use Model ................................................... 6

1.3.2 Commitment-Trust Theory ............................................................................... 7

1.3.3 Expectancy Value Model ................................................................................... 9

1.4 Aims and Research Questions ............................................................................... 11

1.5 Methodology .......................................................................................................... 13

1.6 Contributions ......................................................................................................... 14

1.7 Outline of Thesis .................................................................................................... 17

1.8 Summary of Chapter 1 ........................................................................................... 18

CHAPTER 2.0 Literature Review ...................................................................................... 19

2.0 Overview of Chapter 2 ........................................................................................... 19

2.1 Online Knowledge Sharing ........................................................................................ 19

2.2 Continuous Use ...................................................................................................... 24

2.2.1 Two Major Schools of Thought in Continuous Use Literature ........................... 25

2.3 Theoretical Underpinning of Continuous Use Behaviour ...................................... 27

2.4 Continuous Knowledge Sharing ............................................................................. 31

2.5 Literature Analysis: Continuous Knowledge Sharing ............................................. 32

2.5.1 Research Focus of Previous Studies ................................................................ 35

2.5.2 Contributions of Previous Studies .................................................................. 36

2.5.3 Theoretical Underpinning of Previous Studies ............................................... 37

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2.5.4 Conclusion from the Literature Analysis ......................................................... 37

2.6 Business Online Communities ............................................................................... 42

2.7 Summary of Chapter 2 ........................................................................................... 43

CHAPTER 3.0 Research Model and Hypotheses ............................................................. 44

3.0 Overview of Chapter 3 ........................................................................................... 44

3.1 Theories Employed for This Study ......................................................................... 45

3.1.1 Information Systems Continuous Use Model ................................................. 45

3.1.2 Commitment-Trust Theory ............................................................................. 49

3.1.3 Expectation Value Model (EVM) ..................................................................... 50

3.2 Conceptual Model .................................................................................................. 52

3.2.1 Continuous Knowledge Sharing Intention and Satisfaction ........................... 53

3.2.2 Community Perceived Usefulness ..................................................................... 55

3.2.3 Confirmation ................................................................................................... 56

3.2.4 Identification Trust .......................................................................................... 57

3.2.5 Affective Commitment .................................................................................... 61

3.2.6 Attainment Value ............................................................................................ 63

3.2.7 Intrinsic Value ................................................................................................. 65

3.2.8 Utility Value ..................................................................................................... 66

3.3 Research Hypotheses ............................................................................................. 68

3.4 Summary of Chapter 3 ........................................................................................... 69

CHAPTER 4.0 Research Methodology ............................................................................. 70

4.0 Overview of Chapter 4 ........................................................................................... 70

4.1 Research Paradigm ................................................................................................ 70

4.2 Research Methodology .......................................................................................... 73

4.3 Research Processes ................................................................................................ 74

4.4 Data Collection Technique ..................................................................................... 76

4.4.1 Web Survey .................................................................................................... 76

4.4.2 Sampling .......................................................................................................... 78

4.4.3 Unit of Analysis ............................................................................................... 79

4.4.4 Ethical Considerations .................................................................................... 80

4.5 Data Analysis: Introduction to Structural Equation Modelling (SEM) ................... 81

4.5.1 Rules of Thumb for Selecting CB-SEM or PLS-SEM ......................................... 83

4.5.2 Partial Least Square (PLS) ............................................................................... 86

iv

4.5.3 Reflective and Formative Constructs .............................................................. 87

4.6 Evaluating Measurement and Structural Models using Partial Least Square ....... 89

4.6.1 Measurement Model ...................................................................................... 89

4.6.1.1 Internal Consistency ................................................................................ 89

4.6.1.2 Indicator Reliability ................................................................................. 90

4.6.1.3 Convergent Validity ................................................................................. 90

4.6.1.4 Discriminant Validity ................................................................................ 91

4.6.2 Structural Model ............................................................................................. 92

4.6.3 Mediating Relationship .................................................................................. 93

4.7 Instrument Development ...................................................................................... 95

4.7.1 Online Focus Group (OFG) .............................................................................. 95

4.7.2 Items Selection ............................................................................................. 100

4.7.3 Pre-Test ......................................................................................................... 104

4.7.4 Pilot Survey ................................................................................................... 106

4.7.5 Questionnaire Format and Administration ..........................................

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