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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 12 Community attachment: To measure community attachment, a five-item scale was adapted from Rothenbuhler et al. (1996). The questions asked were: “How often do you feel like you are part of the local community”; “Imagine the people of your local community are a circle. Would you put yourself inside the circle or outside of the circle”; “How do you feel about being from your local community? Would you say proud or ashamed”; “On the whole would you say that you are very happy or not at all happy living in your community”; and “If for some reason you had to leave your community and live somewhere else, would you be very unhappy or very happy about the move”. The response choices were converted to seven points for consistency and to provide participants with a wider range in responses. The alpha reliability of the scale was .74. Online News Credibility: A scale used by Abdulla et al. (2005) was used to measure how credible respondents view their community newspaper’s website. Twelve items were asked in relation to online news with responses ranging from strongly disagree to strongly agree. The items asked were: “Do you think your online community newspaper is: trustworthy, current, biased, fair, report the whole story, objective, dishonest, up-to-date, believable, balanced, accurate, timely”. The alpha reliability of the scale was .82. Continuous Use/Diffusion: To measure continuous use of the online community newspaper, two items were asked of all respondents. The seven-point scale included responses ranging from (1) strongly disagree to (7) strongly agree. The items were “I most frequently get news from my community newspaper’s website” and “I most frequently get news from my community newspaper’s print edition”. The two items were significantly correlated (r =.27, p < . 01). Demographics/Media Use: Further sample characteristics were tapped using commonly

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 12
Community attachment: To measure community attachment, a five-item scale was 
adapted from Rothenbuhler et al.  (1996). The questions asked were: “How often do you feel like 
you are part of the local community”; “Imagine the people of your local community are a circle. 
Would you put yourself inside the circle or outside of the circle”; “How do you feel about being 
from your local community? Would you say proud or ashamed”; “On the whole would you say 
that you are very happy or not at all happy living in your community”; and “If for some reason 
you had to leave your community and live somewhere else, would you be very unhappy or very 
happy about the move”.  The response choices were converted to seven points for consistency 
and to provide participants with a wider range in responses. The alpha reliability of the scale was 
Online News Credibility: A scale used by Abdulla et al.  (2005) was used to measure how 
credible respondents view their community newspaper’s website.  Twelve items were asked in 
relation to online news with responses ranging from strongly disagree to strongly agree.  The 
items asked were: “Do you think your online community newspaper is: trustworthy, current, 
biased, fair, report the whole story, objective, dishonest, up-to-date, believable, balanced, 
accurate, timely”.  The alpha reliability of the scale was .82.
Continuous Use/Diffusion: To measure continuous use of the online community 
newspaper, two items were asked of all respondents.  The seven-point scale included responses 
ranging from (1) strongly disagree to (7) strongly agree.  The items were “I most frequently get 
news from my community newspaper’s website” and “I most frequently get news from my 
community newspaper’s print edition”.  The two items were significantly correlated (r =.27, p < .
Demographics/Media Use: Further sample characteristics were tapped using commonly 

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