Using interactive systems for knowledge sharing: The impact of individual contextual preferences in China

•In China, knowledge is shared through interactive systems.•Guanxi elements drive knowledge sharing (KS) behavior and enhance KS outcomes.•Individual preference for communication context moderates knowledge sharing behavior. Based on the communicative ecology framework and theories related to guanxi and communication context in China, we investigate the moderating effects of individual preference for communication context (IPCC) on knowledge sharing via interactive systems (KSIS) behavior. Drawing on survey data from a hotel chain's employees, we explore how guanxi elements drive knowledge sharing (KS) behavior and enhance KS outcomes. Our data demonstrate that IPCC significantly moderates the effect that KSIS has on KS outcomes, but the IPCC has a direct and negative impact on KS outcomes. We explain these seemingly contradictory findings and their implications for research and practice.