How does personal innovativeness in the domain of information technology promote knowledge workers’ innovative work behavior?

Drawing on the theory of planned behavior (TPB) and innovation diffusion theory (IDT), this study aims to reveal the mechanism of how personal innovativeness in the domain of information technology (PIIT) affects innovative work behavior through analyzing the mediating role of usage intention toward the online learning system and the moderating role of alignment with organizational values (AOVs). Our findings from a survey of 418 knowledge workers demonstrate that the effects of PIIT on innovative work behavior are stronger with higher AOV. Furthermore, we found that by impacting usage intention, the interaction of PIIT and AOV indirectly affects innovative work behavior.