Intuitively, one would say that satisfaction and dissatisfaction are like two poles on the same continuum. But that is not necessarily so. In the context of job satisfaction and job performance Herzberg developed his two factors theory and showed that there is a set of factors that causes satisfaction (motivators) and another one that causes dissatisfaction (hygiene factors) when absent. [1]. The practical implication is that to improve job attitudes and productivity, administrators must recognize and attend to both sets. The question is whether this theory can be applied to satisfaction with an online community and participation in community life as well.
