Understanding Knowledge Sharing Behavior through Self-Efficacy and Social Motivation Factors

The purpose of this paper is to identify the factors that may influence knowledge sharing behavior when using social media platforms among university students.With today's advancement in learning environments, students frequently depend on social media and online interactions to share their knowledge.Thus, not all students are willing to share their knowledge through social media.Therefore, this study focuses on the variables of information self-efficacy, prosocial behavior, and sharing enjoyment that influence knowledge sharing behavior among students.In this study, a quantitative analysis was conducted with survey data collected from university students.The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique.The measurement model demonstrated high reliability and validity, with Average Variance Extracted (AVE) values above 0.6 and Cronbach's alpha exceeding 0.8 for all constructs.The structural model results revealed that information self-efficacy ( = 0.331, p < 0.001), prosocial behaviour ( = 0.312, p < 0.001), and sharing enjoyment ( = 0.160, p = 0.034) all have a positive and significant relationship with knowledge sharing behaviour.The findings revealed that most students feel confident in using information and are willing to share and engage their knowledge with others.This study supports previous research that highlights the importance of self-efficacy and enjoyment in fostering online learning.