The Moderating Effect of Anonymity on Personal Cognitive Attributes towards Knowledge Sharing in Online Programming Communities

Abstract

Online communities are rapidly growing as an outlet for social support and community building. However, very few succeeded in inspiring members to share their knowledge. The problem of under contribution in online settings has triggered researchers to investigate the role of personal attributes in promoting knowledge sharing. Using social cognitive theories, this study examines the role of self-efficacy and outcome expectancy towards knowledge sharing in online programming communities. In addition, this study examines the moderating effect of anonymity on outcome expectancy. Data were collected from 20 online programming communities and used to empirically test the proposed model. The result from the structural equation modelling suggests that anonymity significantly moderate the effect of outcome expectancy towards members’ knowledge sharing behavior in the online programming community. A perceiveness of hidden identity after posting and commenting unsure contents can motivate members to contribute more to online programming community and help promote sustainability in this platform.