Furthermore, U&G concentrates on what sources of motivation people use the tools and what satisfaction people experience from their utilization. Gratification issues can be categorized as content satisfaction dealing with what a tool offers and process satisfaction relating to what experiences the tool offers (Joinson, 2008). While people are actively participating into online communities, they demand certain gratifications, values and benefits from the communities. Hence, how people’s characteristics affect their gratifications is an essential scientific pursuit (Farfaglia, et al., 2006).