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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 15 online community newspapers. The path analysis showed strong support for H3 (β =.13, p < . 01). Hypothesis 4 stated that perceived credibility would predict satisfaction. The results of the path analysis also showed strong support for H4 (β =.29, p < .001). The results indicated that as one’s level of community attachment increased, the more credible they found their online newspaper. The more credible they found their online newspaper to be, the more satisfaction they reported from using their online community newspaper. --Insert Figure 1 here – The model used biological sex as an anchor variable. In post hoc statistical tests, biological sex was first measured as a predictor of community attachment. The predictive relationship with biological sex on community attachment produced a non-significant beta weight (β = .11, p > .05). After model re-specification, the path from biological sex to community attachment was deleted and a new path was created from biological sex to perceived credibility. The new model revealed that biological female sex is a predictor of perceived credibility (β = -.29, p < .001). An independent-samples t test was used to compare the mean scores of males and females (t (425) =3.48, p < .05) on the perceived credibility measure. The mean score for males (m = 4.66, sd = .90) was significantly higher than the mean score for females (m=4.37, sd = .78). Females in the sample reported the online community newspaper website as less credible than the male participants. Hypothesis 5 predicted that one’s level of perceived satisfaction would lead to the continued use of their online community newspaper and was not represented by the model. H5 was tested using linear regression analysis in SPSS 18.0 and was also supported; results indicate that there is a predictive relationship between perceived satisfaction and continuous use (β = .22, t (427) = 3.32, p < .05) of the online community newspaper website for the sample population.

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 15
online community newspapers.  The path analysis showed strong support for H3 (β =.13, p < .
01).  Hypothesis 4 stated that perceived credibility would predict satisfaction.  The results of the 
path analysis also showed strong support for H4 (β =.29, p < .001).  The results indicated that as 
one’s level of community attachment increased, the more credible they found their online 
newspaper.  The more credible they found their online newspaper to be, the more satisfaction 
they reported from using their online community newspaper.
--Insert Figure 1 here –
The model used biological sex as an anchor variable.  In post hoc statistical tests, 
biological sex was first measured as a predictor of community attachment.  The predictive 
relationship with biological sex on community attachment produced a non-significant beta 
weight  (β = .11, p > .05).  After model re-specification, the path from biological sex to 
community attachment was deleted and a new path was created from biological sex to perceived 
credibility.  The new model revealed that biological female sex is a predictor of perceived 
credibility (β = -.29, p < .001).  An independent-samples t test was used to compare the mean 
scores of males and females (t (425) =3.48, p < .05) on the perceived credibility measure.  The 
mean score for males (m = 4.66, sd = .90) was significantly higher than the mean score for 
females (m=4.37, sd = .78).  Females in the sample reported the online community newspaper 
website as less credible than the male participants.
Hypothesis 5 predicted that one’s level of perceived satisfaction would lead to the 
continued use of their online community newspaper and was not represented by the model.  H5 
was tested using linear regression analysis in SPSS 18.0 and was also supported; results indicate 
that there is a predictive relationship between perceived satisfaction and continuous use (β = .22, 
t (427) = 3.32, p < .05) of the online community newspaper website for the sample population.  


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