Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Social Cognitive theory and knowledge sharing 
Because online CoPs are one form of electronic collaborative media, effective participation in these media 
requires certain comfort level and skills to use the information technology (IT) tools. In this regard, significant 
research in the field information systems (IS) suggests that the more an individual feels comfortable in using new 
forms of technology, the better will be the usage of electronic forms of communication (Davis, 1989). This is also 
supported by the concept of self-efficacy in the social cognitive theory (Bandura, 1989). Self-efficacy is a belief in 
one’s ability to organize and execute the courses of action to produce given attainments and is the primary driver of 
human functioning (Bandura, 1989; 1997). Extended this concept to the issue of knowledge sharing activity in 
electronic media, the very existence of the IT artifact can impact such activity since individuals vary in their comfort 
level to effectively use IT tools for gathering, sharing, and disseminating information. A related concern is the 
performance-related outcomes that an individual may expect from participating in online communities. As the 
individual spends more time in online communities, the more will be the expectations regarding the outcomes such 
as personal rewards in relation to the amount of effort invested. Recent studies in IS field have measured multiple 
levels of self-efficacy and performance-related expectancy and their influence on human agency (Compeau & 
Higgins, 1995; Marakas et al, 1998). Hence, in this study, self-efficacy and performance-related outcomes were 
purported to have a direct influence on individual’s knowledge sharing.