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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 14 The participants reported their frequency of using online media; some new media were used more frequently by the sample population than others. Descriptive statistics were calculated for each of the new media use items using a seven-point scale (see Table 1). The participants reported that they most frequently go online to visit social networking sites (M= 6.32, SD = 1.24). The participants reported that they go online the least to visit chat rooms (M= 1.75, SD = 1.46). The mean score for reading online newspapers was lower than visiting social networking sites and higher than visiting chat rooms (M= 2.83, SD = 1.65). Structural equation modeling with maximum liklihood estimation was used to analyze the data and revealed good measures of fit. The Root Mean Square Error of Approximation for the path model was good (RMSEA = .03); RMSEA scores of less than .06 are considered to have good fit (Holbert & Stephenson, 2009; Brown, 2006). The Comparative Fit Index score (CFI= . 99) also provided evidence of a good fitting model (Holbert & Stephenson, 2009). The adjusted R 2 or the variance accounted for by the model was .35. The model had a non-significant chi- square, χ 2 = 6.92 (df = 5, p = .227). All of the path coefficients in the model were found to be significant. Hypothesis 1 stated that community attachment would positively predict one’s level of interactive feature use on the community newspaper website. The significant path coefficient provided support for H1 (β = .23, p < .001). Hypothesis 2 stated that interactive feature use on one’s community newspaper website would predict one’s perceived satisfaction. The results of the path analysis indicated that H2 was also supported (β = .48, p < .001). The more attached one is to their community, the more likely they are to use interactive features and, in turn, the more satisfaction they report with using their online community newspaper website. Hypothesis 3 stated that community attachment predicted the perceived credibility of

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 14
The participants reported their frequency of using online media; some new media were 
used more frequently by the sample population than others.  Descriptive statistics were 
calculated for each of the new media use items using a seven-point scale (see Table 1).  The 
participants reported that they most frequently go online to visit social networking sites (M= 
6.32, SD = 1.24).  The participants reported that they go online the least to visit chat rooms (M= 
1.75, SD = 1.46).  The mean score for reading online newspapers was lower than visiting social 
networking sites and higher than visiting chat rooms (M= 2.83, SD = 1.65).
Structural equation modeling with maximum liklihood estimation was used to analyze the 
data and revealed good measures of fit.  The Root Mean Square Error of Approximation for the 
path model was good (RMSEA = .03); RMSEA scores of less than .06 are considered to have 
good fit (Holbert & Stephenson, 2009; Brown, 2006).  The Comparative Fit Index score (CFI= .
99)  also provided evidence of a good fitting model (Holbert & Stephenson, 2009).  The adjusted 
R
or the variance accounted for by the model was .35.  The model had a non-significant chi-
square, χ
2
 = 6.92 (df = 5, p = .227).  All of the path coefficients in the model were found to be 
significant.
Hypothesis 1 stated that community attachment would positively predict one’s level of 
interactive feature use on the community newspaper website.  The significant path coefficient 
provided support for H1 (β = .23, p < .001).  Hypothesis 2 stated that interactive feature use on 
one’s community newspaper website would predict one’s perceived satisfaction.  The results of 
the path analysis indicated that H2 was also supported (β = .48, p < .001).  The more attached 
one is to their community, the more likely they are to use interactive features and, in turn, the 
more satisfaction they report with using their online community newspaper website.  
Hypothesis 3 stated that community attachment predicted the perceived credibility of 


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