When Consumers Produce on the Internet: The Relationship between Cognitive-affective, Socially-based, and Behavioral Involvement of Prosumers

This article advances our understanding of the motivational sources for consumer involvement in online joint innovation. The 'free' or 'open-source' software movement is the largest socio-technical network and most visible empirical evidence of this new phenomenon. The paper promotes a behavioral view of involvement and offers a conceptualization and empirical evidence of the relationship between cognitive-affective, socially-based and behavioral involvement in online joint production. An Internet survey with 1486 contributors to open-source software revealed that the extent of behavioral involvement is strongly related to the structure and strength of relationships between different motivations. The relationship between concern for self and concern for others especially distinguishes the level of contribution to online projects.