utwe Why Share? An empirical investigation of knowledge contribution within electronic networks of practice Rob Draaijer Master Thesis Why Share? An empirical investigation of knowledge contribution within electronic networks of practice Place and date Utrecht, October 1st 2008 Author R. (Rob) Draaijer Master’s thesis Business & IT University of Twente University supervisors Dr. R.M. (Roland) Müller Dr. N. (Klaas) Sikkel Company supervisor P. (Peter) Tervooren Why Share? An empirical investigation of knowledge i contribution within electronic networks of practice Abstract Purpose - Electronic networks of practice are networks that are focused on a certain area of practice where knowledge is shared through computer- mediated community systems. However, practitioners are facing difficulties with motivating people to contribute using these electronic networks of practice. Moreover, the reasons why members of these networks contribute their knowledge are not well understood. The purpose of this study is to further develop and test a comprehensive model of knowledge sharing in electronic network of practices. Design/methodology/approach - This study draws on social exchange theory to examine the influence of individual cost and benefit factors on knowledge contribution in an electronic network of practice. Based on a cross- sectional survey of 186 members, both active and inactive, of an electronic network of practice within a Dutch organization, structural equation modeling (SEM) is applied to test the research model. To show instrument validity, an extensive validation methodology consisting of a conceptual validation, pretest and pilot test is used. Findings - The results show that three intrinsic benefits factors (enjoyment in helping others, knowledge self-efficacy and perceived identity verification) and two extrinsic benefits (anticipated reciprocal relationships and social influence) significantly impact knowledge contribution. Unexpectedly members contribute without regard of possible anticipated reciprocal relationships. The results also indicate the contextual factors (offline activities and group identification) influence knowledge contribution mediated through individual factors. Originality/value - This study contributed to a deeper understanding of knowledge sharing in electronic networks of practice with empirical data from a corporate electronic network of practice. This study makes several important contributions to the research stream on knowledge sharing. First, we have developed a comprehensive theory of knowledge sharing based on a systematic review of prior research. Second, this model is empirically tested in a Dutch electronic network of practice. Third, this study compared the influence of extrinsic and intrinsic benefits influence knowledge sharing. It is concluded that intrinsic benefit have a stronger effect on knowledge sharing then extrinsic benefits have. Fourth, the influence of four contextual factors is evaluated, of which most of the proposed relationships were never empirically tested before. Why Share? An empirical investigation of knowledge ii contribution within electronic networks of practice Implications To stimulate knowledge contribution the following information systems related and organizational implications for practice are identified: Information system implications: 1) Implement tools that support virtual copresence, self-presentation and deep profiling 2) Implement a feedback mechanism that identifies people who contributed useful knowledge and inform them that they helped others. 3) Implement advanced search technology Organizational implications: 4) Use strong leadership to stimulate knowledge sharing 5) Organize regularly offline meetings 6) Ensure a minimal critical mass participants and knowledge 7) Organize user-training sessions and helpdesk support Why Share? An empirical investigation of knowledge iii contribution within electronic networks of practice Acknowledgements During the final project’s research process I was supported by a lot of people, which I hereby want to thank for their great support. First, I wish to thank my university supervisors, Roland Müller and Klaas Sikkel, for their enthusiasm and always sharp remarks, friendly discussion and directions during the whole thesis process. Moreover, I would like to thank Daniel Moody for sharing his insights on research methodology. Without his advice and classes, writing this thesis would be a far more difficult job. I completed the master thesis during an internship at Atos Origin. I would like to thank Jan Wieling for offering me this opportunity. Moreover, I would like to express my appreciation to thank Peter Tervooren as my company supervisor for his insights brainstorming, and motivation during the complete process. Moreover, I would like to thank the board of the communication & change network for generously supporting and promoting my survey. In particularly I’m grateful to Ina Wensveen, Max Janssen, Jan Krans and Marja van Solkema. Furthermore, I would like to thank all fellow colleagues and interns at Atos Origin, for the interesting discussions, pleasant lunch breaks, and good atmosphere. Special thanks go to Paul Roode for being a great discussion partner during the first phases of my research. My sincere thanks go to Erwin Bierhoff, who introduced me at Atos Origin and provided me with great support and welcome coffee breaks during the research process. Additionally, I would like to thank Ruben Heerdink and Kelvin Divendal who helped me with setting up the online survey and provided technical support. Last, but definitely not least, I would like to thank my parents, my sister and all my friends for always being there for me. Why Share? An empirical investigation of knowledge iv contribution within electronic networks of practice Contents ABSTRACT…… ....................................................................................................... II ACKNOWLEDGEMENTS .......................................................................................IV 1 INTRODUCTION............................................................................................... 1 1.1 Background ............................................................................................ 1 1.2 Research setting .................................................................................... 3 1.3 Knowledge management within Atos Origin....................................... 3 1.4 NoP Communication & Change ............................................................ 5 1.5 Research goal......................................................................................... 6 1.6 Research approach ................................................................................ 7 1.7 Structure of the thesis ........................................................................... 8 2 THEORETICAL BACKGROUND ..................................................................... 9 2.1 Knowledge .............................................................................................. 9 2.2 Knowledge management..................................................................... 10 2.3 Electronic networks of practice.......................................................... 13 2.4 Social exchange theory ....................................................................... 14 3 RESEARCH MODEL AND HYPOTHESES.................................................... 16 3.1 Methodology......................................................................................... 16 3.2 Perspective ........................................................................................... 17 3.3 Perceived costs .................................................................................... 22 3.4 Perceived benefits................................................................................ 23 3.5 Contextual factors................................................................................ 31 4 METHODS ...................................................................................................... 40 4.1 Research Design .................................................................................. 40 4.2 Operationalization the constructs ...................................................... 43 4.3 Conceptual validation.......................................................................... 46 4.4 Pre-test .................................................................................................. 50 4.5 Pilot study ............................................................................................. 50 4.6 Sampling ............................................................................................... 51 4.7 Survey implementation........................................................................ 53 Why Share? An empirical investigation of knowledge v contribution within electronic networks of practice 5 DATA ANALYSIS AND RESULTS ................................................................. 55 5.1 Statistical technique ............................................................................ 55 5.2 Measurement model............................................................................. 56 5.3 Common method variance .................................................................. 58 5.4 Hypothesis testing ............................................................................... 58 6 DISCUSSION .................................................................................................