Investigating the Relationship between Individuals’ Attitudes and Marketing Knowledge Sharing

The aim of this study is to investigate the relationship between individuals’ attitudes and marketing knowledge sharing. This research is an applied objective research and data collection method of description-correlation nature the subjects under study by this research are employees of Arak Shaz and petrochemical industry. The sample size was estimated 90 people. The method is stratified random sampling. A standard questionnaire was used to collect data. Marketing knowledge sharing questionnaire of Moghimi and Ramazani (2011) contains 17 items and attitudes questionnaire of Hamidizadeh (2010) contains 5 items. Logical validity (face and content) of questionnaires was reviewed and approved through university professors and several experts of this industry. Also construct validity was reviewed and approved by confirmatory factor analysis using AMOS software. Cronbach’s alpha coefficient of 7.0 was obtained for variables that indicate internal consistency of items and acceptable reliability of the questionnaire. The research hypothesis test using univariate linear regression was performed with application of software SPSS. The results showed that, given that the t-statistic value is less than -1.96 (t=-2.39), the relationship between two variables, attitudes and marketing knowledge sharing was significant at the 5% error level (P-Value<0.05). So, the relationship between marketing knowledge sharing and attitudes is positive and direct. This means that people in the organization do not have positive tendency and attitude to share their knowledge with others and negative attitudes regarding the sharing of knowledge has had more impact on staff. Standard regression coefficient (0.15) also specified the share of independent variable in explaining the changes of dependent variable so that for every one unit increase in negative attitude of individuals, knowledge sharing decreases 0.15 percent.