Influence of Culture on Knowledge Sharing Attitude among Academic Staff in eLearning Virtual Communities in Saudi Arabia

Knowledge sharing is a significant component of success in knowledge management. In Saudi Arabia, knowledge management is often lacking when it comes to knowledge sharing adoption, especially between academic staff. This research aims to investigate various factors of knowledge sharing adoption for eLearning communities in Saudi Arabia and to examine the effect of culture as a moderating role on the relationships between these factors and academics’ attitude. Therefore, a framework is aimed at sharing knowledge within the eLearning communities is developed. Data has been collected from public universities in Saudi Arabia. Partial Least Square approach has been applied to analyse the data. The results show individual factors (such as openness in communication, interpersonal trust) and technology acceptance factors (perceived usefulness and perceived ease of use) significantly influence knowledge sharing attitude, while the relationship between people self-motivation and knowledge sharing attitude is insignificant. Subjective norm and attitude significantly impact behavioral intention toward knowledge sharing adoption in Saudi universities’ eLearning communities.