Theoretical Building for Knowledge Sharing on Agricultural Nonprofit Websites

Abstract To address the current food crisis, information on agricultural sustainability is essential. Most research on technology user behavior has focused on areas such as e-commerce and gaming. However, the specific role of knowledge exchange related to agricultural consumer markets and business operations on agricultural nonprofit websites remains unclear. The current study investigated how users’ perceived value, trust, and shared vision affect their knowledge sharing through their intention to use. A total of 516 valid responses from users on the agricultural nonprofit website MBAtalk were collected for analysis. The proposed mediation model indicated that intention to use is the strongest factor predicting knowledge sharing, followed by epistemic value, trust in benevolence, shared vision, and social value. This study contributes to the information and communication literature by identifying the mediating role of intention to use and the antecedents of knowledge sharing on nonprofit websites. Consequently, a theoretical foundation for online knowledge sharing is established.