Help others in their because I want to warn others of bad products buying decisions because I want to save others from having the same negative experiences as me (positive WoM) Concern for other Save others form negative because I want to help others with my own positive experiences consumers experiences(negative because I want to give others the opportunity to buy the right product WoM) because I believe a chat like-minded people is a nice thing. Social benefits because it is fun to communicate this way with other people in the community. Social benefits because I meet nice people this way because I expect to receive tips or support from other users. Advice seeking Advice seeking because I hope to receive advice from others that helps me solve my problems. because I am so satisfied with a product that I want to help the company to be successful. Helping the Helping the company because in my own opinion, good companies should be supported.. company because this way I can express my joy a good buy. Extraversion because I feel good when I can tell others about my buying successes Extraversion because I can tell others about a great experience. /Positive Positive because my contributions show others that I am a clever customer because the company harmed me, and now I will harm the company! Venting of Venting of negative because I want to take vengeance upon the company. negative feelings because my contributions help me to shake off frustration about bad buys. feelings because I like to get anger off my chest Table Structure of motives and items used for active participation Questionnaire Only hard copy
Help others in their buying decisions (positive WoM) because I want to warn others of bad products because I want to save others from having the same negative experiences as me Concern for other consumers Save others form negative experiences(negative WoM) because I want to help others with my own positive experiences because I want to give others the opportunity to buy the right product Social benefits because I believe a chat like-minded people is a nice thing. because it is fun to communicate this way with other people in the community. because I meet nice people this way Social benefits Advice seeking because I expect to receive tips or support from other users. because I hope to receive advice from others that helps me solve my problems. Advice seeking Helping the company because I am so satisfied with a product that I want to help the company to be successful. because in my own opinion, good companies should be supported.. Helping the company Extraversion because this way I can express my joy a good buy. because I feel good when I can tell others about my buying successes because I can tell others about a great experience. Extraversion /Positive Positive because my contributions show others that I am a clever customer Venting of negative feelings because the company harmed me, and now I will harm the company! because I want to take vengeance upon the company. because my contributions help me to shake off frustration about bad buys. because I like to get anger off my chest Venting of negative feelings Table Structure of motives and items used for active participation Questionnaire Only hard copy