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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 18 more Web technologies than national newspapers. Using a larger sample, the findings of this study offer more insight about the difference in interactivity between national and local newspapers. There is some imbalance in interactivity among the newspapers of different regions. While overall national newspapers have higher interactivity, national newspapers are not necessarily more interactive than newspapers in different regions. There is no difference in interactivity between national newspapers and newspapers in Southeast (3.17, P > .05), and no difference between national newspapers and newspapers in Northwest (3.98, P > .05). For all Internet newspapers, larger ones tend to have higher interactivity. But on the regional level when compared to national newspapers, higher average size may not lead to higher interactivity. Newspapers in Northeast have a mean circulation of 66K, the highest among all regions, but mean difference in interactivity compared to national newspapers is significant (4.23, p < .05). Newspapers in Southeast (36K) and Northwest (20K), much lower in average circulation, did not show significant difference in mean interactivity compared to national newspapers. The answer to RQ2 confirms the finding of Schultz in 1999 that ownership structure was not a good predictor of interactive Internet newspapers. Chan-Olmsted and Park (2000) found ownership has effect on content of broadcast station Web site. By looking at the effect ownership on interactivity, this study reveals more dimensions of ownership in its influence on content of Internet media. Media of different ownership may produce different content on their Web sites, but they are not necessarily different in interactivity. Independent newspapers may have fewer resources to produce higher interactive Web sites compared to chain newspapers. But the technical staff of a chain

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
18
more Web technologies than national newspapers. Using a larger sample, the findings of
this study offer more insight about the difference in interactivity between national and
local newspapers. There is some imbalance in interactivity among the newspapers of
different regions. While overall national newspapers have higher interactivity, national
newspapers are not necessarily more interactive than newspapers in different regions.
There is no difference in interactivity between national newspapers and newspapers in
Southeast (3.17, P > .05), and no difference between national newspapers and newspapers
in Northwest (3.98, P > .05). For all Internet newspapers, larger ones tend to have higher
interactivity. But on the regional level when compared to national newspapers, higher
average size may not lead to higher interactivity. Newspapers in Northeast have a mean
circulation of 66K, the highest among all regions, but mean difference in interactivity
compared to national newspapers is significant (4.23, p < .05). Newspapers in Southeast
(36K) and Northwest (20K), much lower in average circulation, did not show significant
difference in mean interactivity compared to national newspapers.
The answer to RQ2 confirms the finding of Schultz in 1999 that ownership
structure was not a good predictor of interactive Internet newspapers. Chan-Olmsted and
Park (2000) found ownership has effect on content of broadcast station Web site. By
looking at the effect ownership on interactivity, this study reveals more dimensions of
ownership in its influence on content of Internet media. Media of different ownership
may produce different content on their Web sites, but they are not necessarily different in
interactivity. Independent newspapers may have fewer resources to produce higher
interactive Web sites compared to chain newspapers. But the technical staff of a chain


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