To measure any moderating effect caused by the variable type’, each interaction ‘product variable was separately added to the model. Noteworthy is the transition of the effect of Expressions’ on participation’. This variable showed a significant effect (P < ‘Positive ‘active 0.01) in model 12, while in Model 13 the effect is largely explained by the interaction term. This implicates that expressions’ is a more important motivation within the context ‘Positive of informative products compared to the context of affective products. Therefore hypotheses H16a and H16b are not supported. All other interaction variables do not have a significant effect on active participation. Therefore there is no support for H14a, H14c, H14d and H16. Models Sign 13 14 15 16 17 + ,136 ,000 ,000 ,000 ,000 Positive expressions + Social benefits ,001 ,004 ,001 ,001 ,001 + through articulation ,015 ,011 ,203 ,013 ,012 + ,032 ,029 ,028 ,030 ,323 Product advising + ,177 ,171 ,122 ,445 ,128 Venting negative feelings Electronics * PE + ,027** Electronics * SB - ,332 Electronics * PTA + ,533 + Electronics * VNF ,882 + Electronics * PA ,566 Table (*P < 0.01,**P < 0.05, ***P < 0.1) The next step is to test the same motive variables, but this time within the context of each product category. Within each context, the direct relationship between the different motives and passive participation was measured. Within the context of informative products model 18 shows there is support for a direct and significant relationship between the dependent variable participation’ and the ‘active independent variables expressions’ (P < 0.01) , benefits’ (P < 0.05), ‘Positive ‘Social ‘Power through articulations’(P < 0.05) and advising’ (P < 0.1). expressions’ has ‘Product ‘Positive the strongest relationship with a standardized beta of .314. The weakest relationship is from Advising’ with a standardized beta of .131. ‘Product Unstandardized Standardized 18 Coefficients Coefficients Sig. B Beta ,447 ,314 ,000* Positive expressions ,179 ,131 ,047** Social benefits
To measure any moderating effect caused by the variable ‘product type’, each interaction variable was separately added to the model. Noteworthy is the transition of the effect of ‘Positive Expressions’ on ‘active participation’. This variable showed a significant effect (P < 0.01) in model 12, while in Model 13 the effect is largely explained by the interaction term. This implicates that ‘Positive expressions’ is a more important motivation within the context of informative products compared to the context of affective products. Therefore hypotheses H16a and H16b are not supported. All other interaction variables do not have a significant effect on active participation. Therefore there is no support for H14a, H14c, H14d and H16. Models Sign 13 14 15 16 17 Positive expressions + ,136 ,000 ,000 ,000 ,000 Social benefits + ,001 ,004 ,001 ,001 ,001 through articulation + ,015 ,011 ,203 ,013 ,012 Product advising + ,032 ,029 ,028 ,030 ,323 Venting negative feelings + ,177 ,171 ,122 ,445 ,128 Electronics * PE + ,027** Electronics * SB - ,332 Electronics * PTA + ,533 Electronics * VNF + ,882 Electronics * PA + ,566 Table (*P < 0.01,**P < 0.05, ***P < 0.1) The next step is to test the same motive variables, but this time within the context of each product category. Within each context, the direct relationship between the different motives and passive participation was measured. Within the context of informative products model 18 shows there is support for a direct and significant relationship between the dependent variable ‘active participation’ and the independent variables ‘Positive expressions’ (P < 0.01) , ‘Social benefits’ (P < 0.05), ‘Power through articulations’(P < 0.05) and ‘Product advising’ (P < 0.1). ‘Positive expressions’ has the strongest relationship with a standardized beta of .314. The weakest relationship is from ‘Product Advising’ with a standardized beta of .131. 18 Unstandardized Coefficients Standardized Coefficients B Beta Sig. Positive expressions ,447 ,314 ,000* Social benefits ,179 ,131 ,047**
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