Intangible Costs and Benefits of Online Knowledge Sharing and Knowledge Application Behaviors: Predicting Role of Theory of Planned Behavior and Five Factor Model of Personality in the Higher Education Sector

Abstract

Knowledge sharing along with its application has become not only the requirement of professional lives but it has proved its importance daily lives as well. This study particularly addresses the online knowledge sharing and application behaviors. In this paradigm shift of hW11an presence from physical to online, this study underpins how tillS online knowledge sharing and application behaviors have unfolded celiain outcomes associated with it. Henceforth, this study explores the different antecedents and precedents of knowledge application behavior. It has predicted the knowledge application behavior with theory of plmmed behavior and five factor model of personality. Moreover, this study has developed the measurement scales of knowledge application behavior, intangible costs and benefits of knowledge application behavior. This study has followed the quantitative approach to measure the relationships, effects and results of different variables integrated in the theoretical frm11ework. This study has used paliialleast square structural equation modeling as the statistical analysis tool. Th.e [mdings of the study strengthen the belief that online knowledge sharing, subjective norms, attitudes and behavioral intentions playa vital role in knowledge application behavior among the students. This study is among the pioneer studies conducted in the field of knowledge application behavior incorporating different predicting and predictor variables to better understand the behavior. One of the important milestones this study has achieved is that students associate celiain intangible costs and benefits during the engagement in online knowledge shm·ing and application behaviors that playa very vital role in predicting their respective future behaviors. These findings are significant since they provide a better insight into the behavior of students when it comes to online knowledge sharing and application. This study can find many utilities regm·ding the course contents and online study plans in educational institutes and persOlmel screening of human resource in organizations. Keywords: Online knowledge sharing behavior, knowledge application behavior, intangible costs, intangible benefits, PLS-SEM, students, theory ofplmmed behavior, FFM