of the survey that was used. This will be explained when the limitations of the research are discussed. Looking at the motives, independently from the level of passive participation, there is evidence that some reasons apply more to informative products than to affective products. First of all, we find to a virtual community’ to have a more positive (or less ‘Belonging negative) influence on viewing. This confirms that affective products are more accommodating in assessing what kind of members are joining the community and whether the people in the community are Second, reduction’ and of ‘like-minded’. ‘Risk ‘Reduction search time’ appear to be more valued reasons within the context of informative Products. Reasoning could be that informative products are easier to evaluate on the basis of consumers articulations. active participation In case of active participation, four out of five motives seem to evoke Posting. This is according to what was expected in advance. However, negative feelings’ appeared ‘Venting no reason for people to post their opinions on the internet. Possible explanation is the aspect of catharsis as a form of revenge. People who have these kinds of emotions could merely act out of impulsive reaction, instead of rational. The survey construction was not based on previous experience, but on expected behavior. This could be the reason it was harder for people to predict such impulsive behavior. In contrast to the motives for passive participation, a moderating effect of the product type on one of the five relationships between motives and viewing was found. However, this moderating effect shows the exact opposite of the expected findings. expressions’ ‘Positive about affective products was expected to have a stronger influence on active participation. The affective attachment to affective products, due to the symbolic attributes these products often entail, was the reason for this discrepancy. The opposite result was found in Table 14. In contrast to the moderating effect, and in favor of previous reasoning, the mean score for this motivation was higher for affective products. In addition to the moderating effect of Expressions’ were other reasons to ‘Positive believe there is a noteworthy difference between the product types. As just mentioned, in comparing the likelihood of the different motives to occur, there was a difference between product types. Three motives were expected to differ amongst product types. The first
of the survey that was used. This will be explained when the limitations of the research are discussed. Looking at the motives, independently from the level of passive participation, there is evidence that some reasons apply more to informative products than to affective products. First of all, we find ‘Belonging to a virtual community’ to have a more positive (or less negative) influence on viewing. This confirms that affective products are more accommodating in assessing what kind of members are joining the community and whether the people in the community are ‘like-minded’. Second, ‘Risk reduction’ and ‘Reduction of search time’ appear to be more valued reasons within the context of informative Products. Reasoning could be that informative products are easier to evaluate on the basis of consumers articulations. active participation In case of active participation, four out of five motives seem to evoke Posting. This is according to what was expected in advance. However, ‘Venting negative feelings’ appeared no reason for people to post their opinions on the internet. Possible explanation is the aspect of catharsis as a form of revenge. People who have these kinds of emotions could merely act out of impulsive reaction, instead of rational. The survey construction was not based on previous experience, but on expected behavior. This could be the reason it was harder for people to predict such impulsive behavior. In contrast to the motives for passive participation, a moderating effect of the product type on one of the five relationships between motives and viewing was found. However, this moderating effect shows the exact opposite of the expected findings. ‘Positive expressions’ about affective products was expected to have a stronger influence on active participation. The affective attachment to affective products, due to the symbolic attributes these products often entail, was the reason for this discrepancy. The opposite result was found in Table 14. In contrast to the moderating effect, and in favor of previous reasoning, the mean score for this motivation was higher for affective products. In addition to the moderating effect of ‘Positive Expressions’ were other reasons to believe there is a noteworthy difference between the product types. As just mentioned, in comparing the likelihood of the different motives to occur, there was a difference between product types. Three motives were expected to differ amongst product types. The first
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