Knowledge Sharing Intention dalam Komunitas Virtual: Perbandingan Model Technology Readiness dan Model Social Presence

Said Jubran, Dr. Sumiyana, M.Si.

2014 | Tesis | S2 Ilmu Akuntansi/Akuntansi Terapan

Kehadiran teknologi internet memacu perkembangan komunitas yang awalnya face-to-face kepada computer-mediated communication. Individu yang bergabung dalam komunitas virtual berkontribusi besar dalam membangun pengetahuan melalui knowledge sharing. studi ini menginvestigasi minat individu untuk knowledge sharing menggunakan dua pendekatan model penelitian. Pertama, model penelitian Hung & Cheng (2013) yang mengusung model penelitian dengan menggabungkan technology readiness, compatibility dan technology acceptance. Kedua, membangun model penelitian dengan menggabungkan social presence, compatibility dan technology acceptance. Selanjutnya, penelitian ini bertujuan untuk membandingkan kedua model penelitian tersebut. Analisis yang dilakukan terhadap 306 pengguna komunitas virtual yang berbeda menunjukkan bahwa salah satu atribut technology readiness yaitu innovativeness, berpengaruh positif dan signifikan terhadap technology acceptance. Di sisi lain, konstruk social presence mempengaruhi technology acceptance secara positif dan signifikan. Compatibility berpengaruh positif dan signifikan terhadap minat knowledge sharing secara langsung maupun tidak langsung. Individu dengan level technology readiness menganggap bahwa kemudahan teknologi bukan sebagai tolak ukur untuk menilai kegunaan teknologi karena termandatori oleh penggunaan teknologi. Sebaliknya, individu dengan level social presence mempertimbangkan kemudahan teknologi untuk menilai kegunaan teknologi. Selanjutnya, perceived usefulness dan ease of use baik individu dengan level technology readiness maupun social presence mempengaruhi minat untuk knowledge sharing.

The emerged of internet puts community, previously face-to-face, into computer-mediated communication. An Individual who has join in virtual community have a great role in building knowledge through knowledge sharing. This study investigates individual intention of knowledge sharing by two research models approach. Firstly, Hung and Cheng (2013) research model which combine technology readiness, compatibility, and technology acceptance. Secondly, build a model that combine social presence, compatibility, and technology acceptance. thus, this studi aims to compare those two research models. Analysis conducted over 306 respondents from different virtual community users shows one of technology readiness attribute, innovativeness, has positive and significant effect toward technology acceptance. On the other side, social presence has positive and significant effect toward technology acceptance. Compatibility has positive influenced and significant weather directly or indirectly toward knowledge sharing intention. Another findings show that individual with technology readiness level doesnt consider ease of technology for assessing technology usefulness because they was already been mandatory by the use of technology. Individual with social presence level considers ease of technology to assess technology usefulness. Both perceived usefulness and ease of use affect individual intention to knowledge sharing.

Kata Kunci : technology readiness, social presence, communications medium, compatibility, virtual community, online learning, technology readiness, social presence, communications medium, compatibility, virtual community, online learning