Measurement of Variables

CHAPTER I INTRODUCTION

3.2 Measurement of Variables

3.2.1 Independent Variables

The researcher took Attitude towards Using Online CoP, which consisted of Knowledge Sharing factors and IT factors, and social influence factors, which consisted of Upper Level and Colleague, as the main independent variables that had direct association with the use of CoP in Thai Call Center’s environment.

Table 3.2 Independent Factors and Their Definitions

Variable Definition Attitude towards Using

Online CoP

 The perception individuals had towards an online CoP

Social Influence  The surrounding people of each Call Center agents

3.2.1.1 Attitude towards Using Online CoP in this research was related to the individuals had towards an Online CoP. It was believed to be one of the key drivers of behavioral intention and crucially referred to the way people felt towards a particular behavior. In this research, Attitude towards Using Online CoP had 2 components, which were Knowledge Sharing factors and IT factors. Details of each factor were as following:

 Knowledge sharing factors in this research are both intrinsic rewards and extrinsic rewards that agents received or expected to gain after performing knowledge activities on online CoP. Furthermore, additional factors like responding time and management support were expected to affect knowledge sharing in this case

as well. Knowledge sharing factors used as the independent variables in this research were as following:

Table 3.3 Knowledge Sharing Factors and Their Definitions

Variable Definition Intrinsic Motivation

 Special Gift

 Monetary Offer

 Verbal Complimentary

 Work Performance

 Self-improvement

 Career Advancement

 The gifts individuals expected after sharing knowledge.

 The money individuals expected after sharing knowledge.

 The verbal complimentary individuals expected by sharing knowledge.

 The better performance individuals expected by sharing knowledge.

 The improvement individuals expected after sharing knowledge.

 The career advancement individuals expected after sharing knowledge.

Extrinsic Motivation

 Recognition

 Reputation

 Trust

 Social Relationship

 Organization Engagement

 The social recognition individuals expected after sharing knowledge.

 The social reputation individuals expected after sharing knowledge.

 The trust from people individuals expected after sharing knowledge.

 The relationship individuals expected after sharing knowledge.

 The organization engagement/ belonging individuals expected after sharing knowledge.

 IT factors in this research were related to the perceived ease of use and usefulness that the agents expected to have from using technology, which, in this case, was an online CoP. Plus, the researcher also included social media as one

of IT factors since it was expected to have direct or indirect influence on the use of technology as well. IT factors used as the independent variables in this research were as following:

Table 3.4 IT Factors and Their Definitions

Variable Definition Perceived Ease of Use

 User Interface

 User Friendliness

 Ability to Relate/ Map stories

 Accessibility

 The degree of simplicity individuals expected in online CoP design.

 The degree of easiness individual expected from using online CoP.

 The system ability to relate or map the stories in the same areas

 The channels provided to individuals to access online CoP

Perceived Usefulness

 Productivity  The degree of self-productivity individuals

expected to gain after using online CoP.

Social Media

 Integration with CoP  The degree of integration with social media individuals expected from online CoP.

3.2.1.2 Social influence in this research was related to the behaviors of the surrounding people of each Call Center agents. The researcher focused only on the group at their workplaces since Online CoP in this research was mainly related to their work routine. Consequently, it should consist of agents’ upper level/

leaders and their colleagues. Social factors used as the independent variables in this research were as following:

Table 3.5 Social Influence Factors and Their Definitions

Variable Definition

 Upper Level/ Leaders  The influence individuals are perceived or expected from their upper levels/ leaders’ behaviors/ intention.

 The Level of support of Management

 Colleagues  The influence individuals are perceived or expected from their colleagues’ behaviors/ intention.

Other than these factors, the demographic factors were also added into the scope of this research as the basic independent variables that directly had influence on the use of CoP. Apart from the general demographic factors, such as sex, age, educational level, and etc., the additional demographic factors related to IT aspects like the expertise in IT or years of using IT were added to this research as well.

3.2.2 Dependent variables

The researcher took the attitude towards using CoP and intention to use CoP as the variables that were affected by the degrees of independent factors from the previous section – knowledge sharing factors, IT factors and social influence.

Table 3.6 Dependent Factor and Its Definition

Variable Definition Intention to Use Online CoP  The degree that individuals intended to use online

CoP

3.2.3 Demographic Information

The population based details, which were widely used in many organizations to measure and learn more about the characteristics of people in the specific community or society for several purposes. It was related to people’s well-being and the factors related to the expertise and experience in IT aspects as following:

Table 3.7 Demographic Factors and Their Definitions

Variable Definition General Demographic Factors

 Sex

 Age

 Educational Level

 Work Experience

 Salary

 The human classification divided by anatomy (Male/ Female)

 The age of individuals divided and grouped as the range

 The degree of education individuals had

 The years of experience individuals had from their work

 The level of salary individual received from their work

IT-related Demographic Factors

 IT Knowledge/ Expertise

 Time spent on Internet (Daily)

 Years of IT Experience

 The degree of expertise/ knowledge of IT individuals had

 The number of hours individuals spent on internet (daily)

 The years of experience individual had with IT