Demographic differences in attitude, subjective norms, behavioral intention, and knowledge sharing behavior: an empirical study of non-academic staff from India and the UAE

Purpose The purpose of this study was to understand knowledge-sharing behavior of nonacademic staff. In relation to the theory of reasoned action (TRA), the study investigated demographic characteristic differences in attitude, subjective norms, behavioral intention and knowledge-sharing behavior of nonacademic staff from India and the United Arab Emirates (UAE). Design/methodology/approach The study used a survey method and questionnaire instrument to collect data from 467 participants. The participants were nonacademic staff working for two academic universities in India and the UAE. The two universities were Pondicherry University (266 respondents) and Al Ain University (201 respondents). The collected data were treated and analyzed using Microsoft Excel and SPSS software for statistical analyses and frequency distributions. Findings The findings of the study showed that nonacademic staff from India and the UAE have a positive attitude toward knowledge-sharing, subjective norms and positive behavioral intention and are frequently involved in knowledge-sharing behavior. In addition, the study’s findings indicated statistically significant demographic differences in attitude, subjective norms and behavior intense knowledge-sharing behavior of nonacademic staff from India and the UAE. Nonacademic participants from India expressed a higher positive attitude toward knowledge-sharing and demonstrated more involvement in knowledge-sharing behavior than the respondents from the UAE. The findings of the study accepted 8 out of 20 stated hypotheses. The accepted hypotheses support the TRA theory and suggest the impact of age, job position, tenure of work and geographical diversity on attitude, subjective norms, behavioral intention and knowledge-sharing behavior. The study’s results suggested that nonacademic staff of 50 and above age groups are more likely to share knowledge than the nonacademic staff of 49 and fewer age groups. Likewise, the findings of the study suggested that nonacademic staff with a long tenure of work experience are more likely to share their knowledge with their coworkers than those with a short tenure of work experience. Originality/value Studies targeting knowledge sharing among nonacademic staff are scarce as compared to academic staff and students. Nonacademic staff are different from students and academic staff in attitudes and behavior. This study contributes to the expansion of knowledge sharing through the investigation of knowledge-sharing behavior of nonacademic staff. Moreover, the study expands the understanding of knowledge-sharing behavior through the use of demographic characteristics in relation to the TRA theory. In addition, most of the previous studies are based on data collected from one country, and this study is based on data collected from two countries.