Dear IS Colleagues,
I am pleased to invite you to join the 18th Interaction Science Brownbag at Sungkyunkwan
University.
Please refer below information.
● Title: MODERATING EFFECTS OF COLLECTIVIST CULTURAL ORIENTATION
ON THE KNOWLEDGE SHARING ATTITUDE BY EMAIL
● Speaker: Yujong Hwang, PhD
Associate Professor
School of Accountancy & MIS, Driehaus College of Business
DePaul University, 1 E Jackson Blvd. IL Chicago 60604
● Date & Time: Thursday, June 7th, 2012 13:00 PM-15:00PM (time subject to change)
● Place: 9B312 International Hall, Sungkyunkwan University, Seoul.
ABSTRACT
This paper investigates the moderating effects of collectivist cultural orientation introduced in
the information systems and knowledge management (KM) literature to fully understand the
important factors and relationships in knowledge sharing in the online learning environment.
Social norms and collectivist cultural orientation are hypothesized as direct and moderating
factors to the system users’ (or learners’) attitude toward sharing knowledge by email. An
empirical test of large samples with undergraduate students (n=566) was implemented by PLS.
The test confirmed that collectivist cultural orientation moderates the effects of social norms on the
attitude toward sharing knowledge by email. Furthermore, the test results show that group norms
are stronger than the instructor or classmate norms. Theoretical and practical implications of these
findings for online learning and KM are discussed in the paper.
About the Speaker
Yujong Hwang is Associate Professor in the School of Accountancy and MIS at DePaul
University in Chicago and International Scholar at Kyung Hee University in South Korea. He
was Visiting Professor in the Kellogg School at Northwestern University and received his Ph.D. in
Business Administration from the University of South Carolina. His research focuses on ecommerce,
knowledge management, and human-computer interaction.
Look forward to seeing you at the talk.
Dong-Hee Shin, Ph.D.
Chair & Associate Professor
Dept. of Interaction Science,
Sungkyunkwan University
90327 International Hall
53 Myungryun-dong 3-ga,
Jongro-gu, Seoul Korea 110-745
dshin@skku.edu, 740-1864
