Guanxi Orientation and Subjective Norms in Knowledge Sharing: the Mediating effects of Loss of Knowledge Power and Codify Effort

Although knowledge sharing has been widely treated as the important factor for the success of an organization, relatively little work on exploring how to promote employees’ knowledge sharing has been done in the Chinese context. Due to the unique cultural background, attitudes, and values of the Chinese people, it is likely that the lessons gained from knowledge management practices in developed countries will not apply directly in the Chinese context. In this study, we draw upon the social capital theory to explore how two Chinese social capital, guanxi orientation and subjective norms, affect knowledge sharing. Specifically, our study proposes that loss of knowledge power and codify effort have a mediating effect on the relationship between social capital and knowledge sharing intention. A survey conducted in China was employed to test the hypotheses. The results indicate that guanxi orientation increases knowledge sharing intention through reducing loss of knowledge power. While subjective norms increase knowledge sharing intention through promoting codify effort. Theoretical and practical implications, as well as directions for future research are discussed.