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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 14 regression model is statistically significant at the .01 level with an F value 8.42, DF = 3, 102. The standardized coefficiency between newspaper size and interactivity is .41, which is statistically significant. The result of regression analysis did not show effect of length of Web presence and strength of technical staff as predictors of interactivity at statistically significant level. (Table 1) The data analysis and findings also provide answers to the research questions regarding the relationship between newspaper’s region of coverage and ownership and interactivity. RQ1: Does newspaper’s region of coverage affect the interactivity of the Internet newspapers? There is significant difference in means of interactivity between national and local newspapers. National newspapers were in quite a lead over local newspapers. The mean interactivity score of national newspapers is 12.33, compared to 8.04 for local newspapers with t = 4.04, p < .01 (Table 2). Further comparison of mean interactivity scores between national and regional newspapers offered more insight about the effect of newspaper’s coverage scope on interactivity. There is significant difference in mean interactivity scores between national newspapers and newspapers in Northeast (4.23), Southwest (4.26) and Midwest (5.54). There is no difference at the statistically significant level in mean interactivity scores between national newspapers and newspapers in Southeast (3.17) and Northwest (3.98). (Table 3) RQ2. Does newspaper ownership affect the interactivity of Internet newspapers? Comparison of means indicates that chain Internet newspapers and independent Internet newspapers do not differ in mean Interactivity scores. The mean interactivity

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
14
regression model is statistically significant at the .01 level with an F value 8.42, DF = 3,
102. The standardized coefficiency between newspaper size and interactivity is .41,
which is statistically significant. The result of regression analysis did not show effect of
length of Web presence and strength of technical staff as predictors of interactivity at
statistically significant level. (Table 1)
The data analysis and findings also provide answers to the research questions
regarding the relationship between newspaper’s region of coverage and ownership and
interactivity.
RQ1: Does newspaper’s region of coverage affect the interactivity of the Internet
newspapers?
There is significant difference in means of interactivity between national and local
newspapers. National newspapers were in quite a lead over local newspapers. The mean
interactivity score of national newspapers is 12.33, compared to 8.04 for local
newspapers with t = 4.04, p < .01 (Table 2). Further comparison of mean interactivity
scores between national and regional newspapers offered more insight about the effect of
newspaper’s coverage scope on interactivity. There is significant difference in mean
interactivity scores between national newspapers and newspapers in Northeast (4.23),
Southwest (4.26) and Midwest (5.54). There is no difference at the statistically significant
level in mean interactivity scores between national newspapers and newspapers in
Southeast (3.17) and Northwest (3.98). (Table 3)
RQ2. Does newspaper ownership affect the interactivity of Internet newspapers?
Comparison of means indicates that chain Internet newspapers and independent
Internet newspapers do not differ in mean Interactivity scores. The mean interactivity


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