Hypothesis motive H2A Risk reduction H2B Reduction of search time H2b H3A Determination of social position H2b H3B Reading Resonance reduction H3a H2b H4 Belonging to the community H3a H2b H5 To learn what products are new H3 H3a H2b H6 To how a product is to be consumed H3 H3a H2b H7A Problem solving through the platform operator H3 H3a H2b H7B Convenience of articulation H3 H3a H2b H7C Collective power H3 H3a H2b H8A Help others in their buying decisions H3 H3a H2b H8B Save others form negative experiences Posting H3 H3a H2b H9A extraversion H3 H3a H2b H9B venting negative feelings H3 H3a H2b H10 Self-enhancement H3 H3a H2b H11 Social benefits H3 H3a H2b H12 Advice seeking H3 H3a H2b H13 Helping the company H2a H3 H3a H2b Table H3 H3a H2b H2b H3 H3a H3 H3a H3a H3 Moderating Hypothesis motive Activity effect H3 H3 H14A H2a Determination of social position Posting Reading H14B Belonging to a virtual community Affective H2b Posting H14C Social benefits H14D Positive self-enhancement Posting H3a To learn how a product is to be consumed H15A Reading H3 H15B Advice seeking Informative Posting H15C Help others in buying decisions Posting H16A Helping the company Posting Affective H16B Extraversion Posting Table Methodology
Hypothesis motive H2A H2b H3a H3 Risk reduction Reading H2B H2b H3a H3 Reduction of search time H3A H2b H3a H3 Determination of social position H3B H2b H3a H3 Resonance reduction H4 H2b H3a H3 Belonging to the community H5 H2b H3a H3 To learn what products are new H6 H2b H3a H3 To how a product is to be consumed H7A H2b H3a H3 Problem solving through the platform operator Posting H7B H2b H3a H3 Convenience of articulation H7C H2b H3a H3 H2a H2b H3a H3 Collective power H8A H2b H3a H3 Help others in their buying decisions H8B H2b H3a H3 Save others form negative experiences H9A H2b H3a H3 extraversion H9B H2b H3a H3 venting negative feelings H10 H2b H3a H3 Self-enhancement H11 H2b H3a H3 Social benefits H12 H2b H3a H3 H2a H2b H3a H3 Advice seeking H13 H2b H3a H3 Helping the company Table Hypothesis motive Activity Moderating effect H14A Determination of social position Posting Affective H14B Belonging to a virtual community Reading H14C Social benefits Posting H14D Positive self-enhancement Posting H15A To learn how a product is to be consumed Reading Informative H15B Advice seeking Posting H15C Help others in buying decisions Posting H16A Helping the company Posting Affective H16B Extraversion Posting Table Methodology
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