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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 8 days, the potential for interactivity was quite narrow, in part a reflection of the available technology (Conhaim, 1992). Despite its blessings, the widespread acceptance of the Web and HTML, in particular, has limited the ability to make Web sites more interactive (Klein, 2000). More software tools are available now to facilitate interactive devices such as online chat and search engine. Newspaper sites vary in their technical capability to utilize various technical features of the Internet. What makes difference in the process of creating interactive newspaper Web sites is the technical staff mastering the advanced tools. Upon review of the literature, two questions remain: How to adequately measure interactivity of Internet newspapers? What are the factors influencing interactivity? Massey and Levy’s (1999) study was limited to the description of four aspects of interactivity of Asian English newspaper sites. They failed to address the issue what factors might affect the interactivity of Internet newspapers. Schultz (1999) studied the interactive options offered by online newspapers and examined whether newspaper size and ownership affect Internet newspaper interactivity. But he failed to recognize content interactivity. His interactivity index considers only static email links, without looking into responses to readers’ emails. By incorporating Heeter's interpretation of interactivity from the perspective of content interactivity and Rafaeli and Sudweeks’ contribution to interpersonal interactivity, this study created a more adequate measure of interactivity of Internet newspapers. Based on the literature review and above discussions, this study explored the variables that may influence the level of newspaper Web sites’ interactivity. The

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
8
days, the potential for interactivity was quite narrow, in part a reflection of the available
technology (Conhaim, 1992). Despite its blessings, the widespread acceptance of the
Web and HTML, in particular, has limited the ability to make Web sites more interactive
(Klein, 2000). More software tools are available now to facilitate interactive devices such
as online chat and search engine. Newspaper sites vary in their technical capability to
utilize various technical features of the Internet. What makes difference in the process of
creating interactive newspaper Web sites is the technical staff mastering the advanced
tools.
Upon review of the literature, two questions remain: How to adequately measure
interactivity of Internet newspapers? What are the factors influencing interactivity?
Massey and Levy’s (1999) study was limited to the description of four aspects of
interactivity of Asian English newspaper sites. They failed to address the issue what
factors might affect the interactivity of Internet newspapers. Schultz (1999) studied the
interactive options offered by online newspapers and examined whether newspaper size
and ownership affect Internet newspaper interactivity. But he failed to recognize content
interactivity. His interactivity index considers only static email links, without looking
into responses to readers’ emails.
By incorporating Heeter's interpretation of interactivity from the perspective of
content interactivity and Rafaeli and Sudweeks’ contribution to interpersonal
interactivity, this study created a more adequate measure of interactivity of Internet
newspapers. Based on the literature review and above discussions, this study explored the
variables that may influence the level of newspaper Web sites’ interactivity. The


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