Chan, C.K., Chan, K.M., Chan, W.L., Chui, H.L., Fong, C.W., Fung, H., Hung, H.K., & Tong, K.W. (Eds.)(2014). Communication and Education: New Media, Knowledge Practices, and Multiliteracies. Hong Kong: HKAECT.

HKAECT 2014 International Conference

Exploring the Gender Differences of Trust on Online Knowledge Sharing Behavior

Wendy Wing Lam Chan
School of Communication, Hong Kong Baptist University, Hong Kong, China
chanwinglamwendy@gmail.com

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Abstract
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Online knowledge sharing is one of the important processes in knowledge creation especially with the radical development of social media. This study aims to explore gender differences in online knowledge sharing process by utilizing an online knowledge sharing model. Conducted with a questionnaire instrument, this study collected completed questionnaires from 492 high school graduates who answered their most frequent used social media, activities and opinion. Overall, perceived online attachment motivation did not have significant relationship with online knowledge sharing, as it was fully mediated by perceived online relationship commitment. In the male group, perceived online relationship commitment (β=0.47, p<0.001) has a stronger effect than trust (β=0.39, p<0.001) on online knowledge sharing behavior; while in the female group, trust (β=0.46, p<0.001) has a stronger effect than perceived online relationship commitment (β=0.41, p<0.001) on online knowledge sharing behavior. Implications on the gender differences are discussed.Keywords: perceived online attachment motivation, perceived online relationship commitment, online knowledge sharing behavior, trust, social media.

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Bio
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CHAN, W.L. Wendy

Ms Chan received her Bachelor of Arts in Journalism and Mass Communication at the Hong Kong Shue Yan University, and the title of her final year dissertation was “Exploring the effects of social tie, perceived privacy and social media trust.” She has completed a Master of Arts in Intercultural Studies at the Chinese University of Hong Kong. She is currently a doctoral student in Communication at the Hong Kong Baptist University. Her research interest is in journalistic writing and the media.

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