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Factors Influencing Interactivity of Internet Newspapers
Unformatted Document Text:  Factors Influencing Interactivity of Internet Newspapers 20 Not only technology itself is changing at breakneck speed, users must also change their concepts of what can be done with it (Salpeter, 1997). Web sites will be getting more sophisticated in terms of interactivity, but can older, less technology savvy readers keep pace? Are the different target reader groups a factor influencing the interactivity of Internet newspapers? Generally higher interactivity is more desirable. But exactly how much interactivity do your readers want? In this study, more section links were measured as more interactive choices available to readers. However, without a good layout, more sections may be more confusing for readers. When facing a complex set of choices, readers may feel lost and don’t know what to select. Future study could take into account the layout of the newspaper site when measuring interactivity. Because of the ongoing evolution of Internet technologies, tomorrow’s Web sites will bear little resemblance to most of today’s offerings (Gillespie, 1999). While broadband access to Internet is still a luxury to most households today, it may be a universal service in the near future. The changing nature of the Web argues for employing a comparative and longitudinal perspective to study the factors that influencing the evolution of Internet newspaper interactivity.

Authors: Qian, Zeng. and Li, Xigen.
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Factors Influencing Interactivity of Internet Newspapers
20
Not only technology itself is changing at breakneck speed, users must also change
their concepts of what can be done with it (Salpeter, 1997). Web sites will be getting
more sophisticated in terms of interactivity, but can older, less technology savvy readers
keep pace? Are the different target reader groups a factor influencing the interactivity of
Internet newspapers?
Generally higher interactivity is more desirable. But exactly how much
interactivity do your readers want? In this study, more section links were measured as
more interactive choices available to readers. However, without a good layout, more
sections may be more confusing for readers. When facing a complex set of choices,
readers may feel lost and don’t know what to select. Future study could take into account
the layout of the newspaper site when measuring interactivity.
Because of the ongoing evolution of Internet technologies, tomorrow’s Web sites
will bear little resemblance to most of today’s offerings (Gillespie, 1999). While
broadband access to Internet is still a luxury to most households today, it may be a
universal service in the near future. The changing nature of the Web argues for
employing a comparative and longitudinal perspective to study the factors that
influencing the evolution of Internet newspaper interactivity.


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