-0,237 -0,088 0,102 Gender -0,127 -0,077 0,140 Education 0,011 0,054 0,300 Age -0,016 -0,032 0,543 Hours online per day a. Dependent Variable: active participation Table Effect of motives and control variables (*P < 0.01,**P < 0.05, ***P < 0.1) Direct & interaction effect of product type After testing the direct effect between and participation’, the moderating ‘motives’ ‘active effect of type’ was tested. Again, the motive variable were used as a basis. In model ‘product 12 the variable type’ was added to the model, to test the direct effect on ‘product ‘active participation’ In we see that the dummy variable, which was added to the model, does not show support for a significant negative effect of products’ (Electronics) on the ‘Informative direct relationship. This indicates that the influence within an informative product context does not differ significantly from the influence within an affective product context. Moreover, the additional dummy variable did not have a large influence on the remaining variables. Unstandardized Standardized Model 12 Coefficients Coefficients Sig. B Beta 0,310 0,230 0,000* Positive expressions 0,232 0,172 0,001* Social benefits 0,175 0,130 0,011** Power through articulation 0,140 0,104 0,044** Product advising 0,098 0,073 0,152 Venting negative feelings 0,111 0,041 0,434 Electronics a. Dependent Variable: active participation (*P < 0.01,**P < 0.05, ***P < 0.1)
Gender -0,237 -0,088 0,102 Education -0,127 -0,077 0,140 Age 0,011 0,054 0,300 Hours online per day -0,016 -0,032 0,543 a. Dependent Variable: active participation Table Effect of motives and control variables (*P < 0.01,**P < 0.05, ***P < 0.1) Direct & interaction effect of product type After testing the direct effect between ‘motives’ and ‘active participation’, the moderating effect of ‘product type’ was tested. Again, the motive variable were used as a basis. In model 12 the variable ‘product type’ was added to the model, to test the direct effect on ‘active participation’ In we see that the dummy variable, which was added to the model, does not show support for a significant negative effect of ‘Informative products’ (Electronics) on the direct relationship. This indicates that the influence within an informative product context does not differ significantly from the influence within an affective product context. Moreover, the additional dummy variable did not have a large influence on the remaining variables. Model 12 Unstandardized Coefficients Standardized Coefficients Sig. B Beta Positive expressions 0,310 0,230 0,000* Social benefits 0,232 0,172 0,001* Power through articulation 0,175 0,130 0,011** Product advising 0,140 0,104 0,044** Venting negative feelings 0,098 0,073 0,152 Electronics 0,111 0,041 0,434 a. Dependent Variable: active participation (*P < 0.01,**P < 0.05, ***P < 0.1)
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