Contextual preferences and network-based knowledge sharing in China

Based on theories about guanxi (relationships) and the communication context in China, we investigate the moderating effects of individual preference for communication context on network-based knowledge sharing (NBKS) behaviour, its determinants and outcomes. Drawing on survey data from employees at multiple hotel properties in the same chain, we explore how elements of guanxi drive knowledge sharing (KS) behaviour and thus enhance KS outcomes. Our data confirm that a preference for a high-context style of communication significantly moderates the effect that NBKS has on KS outcomes. However, we also find that the preference for a high-context style of communication has a direct and negative impact on KS outcomes. We explain these seemingly contradictory findings and examine their implications for both research and practice.