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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 15 score of chain newspapers is 8.31, compared to 8.15 for independent newspapers with t = .24, p > .05 (Table 2). The result suggests that media ownership has no effect on level of interactivity of the Internet newspapers. Table 2 also shows that independent newspapers have a slightly bigger standard error than chain newspapers, which indicates that the independent newspapers have slightly bigger variation in interactive of their Web sites. Using coverage scope and ownership as independent variables, and interactivity as an dependent variable, the researcher tested ANOVA Model of Impact of Newspaper’s Region of Coverage and Ownership on Interactivity of Internet Newspapers. Table 4 shows main effects of coverage scope and ownership on interactivity, F (2, 102) = 6.10, p < .01. Eta squared is .11. Newspaper’s Region of Coverage has a significant effect on interactivity, F = 9.38, DF = 1, 102, p < .01, Eta squared is .08. Ownership does not have an effect on interactivity, F = 0.73, DF = 1, 102, p > .05, Eta squared is .01. There is no significant interaction between the independent variables. (Table 4) DISCUSSION U.S. daily newspapers vary in their success to adapt to the fourth media in terms of interactivity. This study measured interactivity by taking its dynamic features into account. The results of this study suggest three of the factors examined, newspaper size, length of Web presence and newspaper coverage scope, influenced the interactivity of Internet newspapers to various degree. Results from H1 indicate that newspaper size affects the interactivity of Internet newspapers. Newspapers of larger size have more interactive Web sites than those with smaller size. The result is consistent with the findings of Gubman and Greer’s in 1997

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
15
score of chain newspapers is 8.31, compared to 8.15 for independent newspapers with t =
.24, p > .05 (Table 2). The result suggests that media ownership has no effect on level of
interactivity of the Internet newspapers. Table 2 also shows that independent newspapers
have a slightly bigger standard error than chain newspapers, which indicates that the
independent newspapers have slightly bigger variation in interactive of their Web sites.
Using coverage scope and ownership as independent variables, and interactivity
as an dependent variable, the researcher tested ANOVA Model of Impact of Newspaper’s
Region of Coverage and Ownership on Interactivity of Internet Newspapers. Table 4
shows main effects of coverage scope and ownership on interactivity, F (2, 102) = 6.10, p
< .01. Eta squared is .11. Newspaper’s Region of Coverage has a significant effect on
interactivity, F = 9.38, DF = 1, 102, p < .01, Eta squared is .08. Ownership does not have
an effect on interactivity, F = 0.73, DF = 1, 102, p > .05, Eta squared is .01. There is no
significant interaction between the independent variables. (Table 4)
DISCUSSION
U.S. daily newspapers vary in their success to adapt to the fourth media in terms
of interactivity. This study measured interactivity by taking its dynamic features into
account. The results of this study suggest three of the factors examined, newspaper size,
length of Web presence and newspaper coverage scope, influenced the interactivity of
Internet newspapers to various degree.
Results from H1 indicate that newspaper size affects the interactivity of Internet
newspapers. Newspapers of larger size have more interactive Web sites than those with
smaller size. The result is consistent with the findings of Gubman and Greer’s in 1997


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