Knowledge-sharing Behaviour within Sports Online Community

다국어 초록 (Multilingual Abstract)

In considering the growth of online sports business, it is important for sports stakeholders to understand the motivation for sports online consumption. There have been several studies focused on motivation for consumption of professional team sports Web sites; however, there has not been a great deal of research undertaken to investigate the motivations of non-team specific online sports community users or the factors that influence their knowledge-sharing behaviour (KSB). KSB is the process of mutually exchanging knowledge and jointly creating new knowledge (Chumg, Seaton, Cooke & Ding, 2016; van den Hooff & de Ridder, 2004). The study aims to propose and test a structural equation model that identifies relationships between variables that affect the KSB within an ESOC. Data was collected from 20 ESOCs devoted to triathlons, running, cycling, and swimming. Consistent with previous research on KSB research (Gagné, 2009; Pavlou & Fygenson, 2006), the Theory of Planned Behaviour (TPB) (Ajzen, 1991) provides the underlying framework for the model. The model also proposes that sense of virtual community (SOVC) (Blanchard, 2008) is also positively associated with KSB. The result showed that intention was clearly the best predictor of actual knowledge-sharing in an ESOC. Perceived behavioural control is also a good predictor of intention to share knowledge in an ESOC, but it is not a good predictor of actual KSB in an ESOC. Attitudes about sharing knowledge in an ESOC and subjective norms were theoretically good predictors of sharing intention, but both subjective norms and sharing attitude were statistically insignificant paths.

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