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This study aims to enhance the effectiveness of knowledge markets and overall knowledge management (KM) practices within organisations. By addressing the challenge of internal knowledge stickiness, it seeks to demonstrate how machine learning and AI approaches, specifically a text-based AI method for personality assessment and regression trees for behavioural analysis, can automate and personalise knowledge market incentivisation mechanisms.

The research employs a novel approach by integrating machine learning methodologies to overcome the limitations of traditional statistical methods. A natural language processing (NLP)-based AI tool is used to assess employees’ personalities, and regression tree analysis is applied to predict and categorise behavioural patterns in knowledge-sharing contexts. This approach is designed to capture the complex interplay between individual personality traits and environmental factors, which traditional methods often fail to adequately address.

Cognitive style was confirmed as a key predictor of knowledge-sharing, with extrinsic motivators outweighing intrinsic ones in market-based platforms. These findings underscore the significance of diverse combinations of environmental and individual factors in promoting knowledge sharing, offering key insights that can inform the automatic design of personalised interventions for community managers of such platforms.

This research stands out as it is the first to empirically explore the interaction between the individual and the environment in shaping actual knowledge-sharing behaviours, using advanced methodologies. The increased automation in the process extends the practical contribution of this study, enabling a more efficient, automated assessment process, and thus making critical theoretical and practical advancements in understanding and enhancing knowledge-sharing behaviours.