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Retesting the Marketplace Theory of Media Use
Unformatted Document Text:  Retesting the Marketplace Theory of Media Use—11 RESULTS With reference to previous research, we articulated five hypotheses that allow for retesting the conceptual marketing framework of Lutz, MacKenzie and Belch’s (1983) and MacKenzie and Lutz (1989) and the news media-specific model of Beaudoin and Thorson (2002). Hypothesis 1 indicated that individuals differences—here, measured in terms of demographics—would play an important role in predicting newspaper readership. Table 2 depicts the effects the demographics have on A N and newspaper readership. Newspaper readership appears to be driven by each of the demographics. The associations are positive with education, income, age, and gender. In contrast, the associations are more negative in terms of A N . For instance, people with higher levels of education have more negative attitudes toward Newspaper A than do other people. Hypothesis 2 held that there would be significant correlations among the primary antecedents. SEM offers strong support for this hypothesis. In both analyses (see Figures 2 and 3), there are strong correlations between the three primary antecedent measures after controlling for demographics. Hypothesis 3 posited that the primary antecedents would influence A N directly. In the model for Newspaper A (see Figure 2), there are two such significant paths, involving news coverage accuracy (.28) and financial aspects of journalism (.22). In the model for Newspaper B, the same two links are significant—news coverage accuracy (.25) and financial aspects of journalism (.13). In contrast, news coverage negativity was not a significant predictor of A N in either model. Hypothesis 4 held that A N would influence newspaper readership. Support for this hypothesis can be found only in terms of Newspaper B (.11). In contrast, in the model for Newspaper A, the path is nonsignificant (-.01). Hypothesis 5 held that the primary antecedents would influence newspaper readership indirectly, as mediated by A N . This hypothesis can be examined via SEM and partial-order

Authors: Beaudoin, Christopher. and Thorson, Esther.
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Retesting the Marketplace Theory of Media Use—11
RESULTS
With reference to previous research, we articulated five hypotheses that allow for
retesting the conceptual marketing framework of Lutz, MacKenzie and Belch’s (1983) and
MacKenzie and Lutz (1989) and the news media-specific model of Beaudoin and Thorson (2002).
Hypothesis 1 indicated that individuals differences—here, measured in terms of
demographics—would play an important role in predicting newspaper readership. Table 2 depicts
the effects the demographics have on A
N
and newspaper readership. Newspaper readership
appears to be driven by each of the demographics. The associations are positive with education,
income, age, and gender. In contrast, the associations are more negative in terms of A
N
. For
instance, people with higher levels of education have more negative attitudes toward Newspaper
A than do other people.
Hypothesis 2 held that there would be significant correlations among the primary
antecedents. SEM offers strong support for this hypothesis. In both analyses (see Figures 2 and
3), there are strong correlations between the three primary antecedent measures after controlling
for demographics.
Hypothesis 3 posited that the primary antecedents would influence A
N
directly. In the
model for Newspaper A (see Figure 2), there are two such significant paths, involving news
coverage accuracy (.28) and financial aspects of journalism (.22). In the model for Newspaper B,
the same two links are significant—news coverage accuracy (.25) and financial aspects of
journalism (.13). In contrast, news coverage negativity was not a significant predictor of A
N
in
either model.
Hypothesis 4 held that A
N
would influence newspaper readership. Support for this
hypothesis can be found only in terms of Newspaper B (.11). In contrast, in the model for
Newspaper A, the path is nonsignificant (-.01).
Hypothesis 5 held that the primary antecedents would influence newspaper readership
indirectly, as mediated by A
N
. This hypothesis can be examined via SEM and partial-order


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