| dc.description.abstract | This study investigates the reasons why players are willing or unwilling to share knowledge in massively multiplayer online role-playing game, MMORPG? Based on the Theory of Planned Behavior, TPB, this study explores the motivation of knowledge sharing intentions among players in games. Self-efficacy and social value orientation are identified as moderators. The motivation of knowledge sharing includes altruism, need for achievement, expected rewards, expected contributions, and expected relationship. The subjective norm of TPB is instead of the behavioral norm which is combined with the injunctive norm and the descriptive norm. Self-efficacy is substituted for the perceived behavioral control in TPB.
This study carried out a web-based questionnaire, and collected valid data from 235 respondents, out of a total of 273 samples. Results analyzed with PLS reveal three findings as follows. First, on motivation of knowledge sharing, altruism and expected relationship have positive effects on attitude of knowledge sharing, while need for achievement has significant but negative effect on attitude of knowledge sharing. Second, behavioral norm have positive effects on both attitude and intention of knowledge sharing. Attitude of knowledge sharing, social value orientation and self-efficacy have positive effects on intention of knowledge sharing. Third, on moderating effects, self-efficacy is found to moderate the relationship between attitude of knowledge sharing and intention of knowledge sharing. | en_US |