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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 19 might not be the best decision for some community newspapers. More attention needs to be paid to the hybrid newspaper reader in research examining the diffusion of online newspapers. Future research would benefit from examining a non-recursive model with feedback loops from perceived satisfaction to community attachment over time. SEM models are predominantly recursive in communication literature (Holbert & Stephenson, 2008), and the variables studied in the model could also be examined further through longitudinal data analysis. The proposed model did not include any feedback loop but, since the diffusion process occurs over time, the variables under study could be investigated in relation to time. The questionnaire could also benefit from further refinement. The community attachment measure used in this study (Rothenbuhler et al., 1996) was designed to measure attachment of community newspaper readers that were not in college. This is most likely the reason that one item needed to be dropped from the scale. The item assessed how participants would feel if they had to leave their community and live somewhere else. Participants in the sample could be from various places in and out of the state and might not be concerned about leaving their community in the way that a homeowner or a family member would be concerned. The results of the CFA indicated that the “leave” item was a poor indicator of community attachment. Researchers wishing to adapt this scale going forward should further refine the items to reflect college students' interests. Study results also underscore the importance of interactive features in helping to explain the adoption process of online community newspapers. The current study found that choice features dominated the type of interactive features available to and used by the sample. It would make sense that interpersonal features would be more closely related to community building. The fact that news consumers do not use those features, perhaps owing to operational complexity

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 19
might not be the best decision for some community newspapers.  More attention needs to be paid 
to the hybrid newspaper reader in research examining the diffusion of online newspapers.
Future research would benefit from examining a non-recursive model with feedback 
loops from perceived satisfaction to community attachment over time.  SEM models are 
predominantly recursive in communication literature (Holbert & Stephenson, 2008), and the 
variables studied in the model could also be examined further through longitudinal data analysis. 
The proposed model did not include any feedback loop but, since the diffusion process occurs 
over time, the variables under study could be investigated in relation to time.
The questionnaire could also benefit from further refinement.  The community 
attachment measure used in this study (Rothenbuhler et al., 1996) was designed to measure 
attachment of community newspaper readers that were not in college.  This is most likely the 
reason that one item needed to be dropped from the scale.  The item assessed how participants 
would feel if they had to leave their community and live somewhere else.  Participants in the 
sample could be from various places in and out of the state and might not be concerned about 
leaving their community in the way that a homeowner or a family member would be concerned. 
The results of the CFA indicated that the “leave” item was a poor indicator of community 
attachment.  Researchers wishing to adapt this scale going forward should further refine the 
items to reflect college students' interests.  
Study results also underscore the importance of interactive features  in helping to explain 
the adoption process of online community newspapers.  The current study found that choice 
features dominated the type of interactive features available to and used by the sample.  It would 
make sense that interpersonal features would be more closely related to community building. 
The fact that news consumers do not use those features, perhaps owing to operational complexity 


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