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Abstract Based on the theory of intrinsic motivation, a moderated mediating effect model was constructed, and the results of questionnaire data analysis at two time points were used to explain the internal mechanism and conditions of the effect of individualism tendency on employees’ in-role behavior. The results show that there is a significant positive correlation between individualism tendency and employees’ in-role behavior, and profit-driven knowledge sharing plays a mediating role in it. Self-leadership moderates the relationship between profit-driven knowledge sharing and employees’ in-role behavior and positively moderates the indirect effect of individualism tendency on employees’ in-role behavior through profit-driven knowledge sharing further.
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Received: 23 April 2020
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