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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 20 concerns, could explain why they did not fit well into the model. Although research on college students’ news habits is important (Armstrong & Collins, 2009; Jarvis et al., 2009), using a student sample does limit the research study’s generalizability. iv One reason is that it is rare that print newspapers will be as readily accessible in print edition in a non-college community as it was for the sample investigated in this study. The second reason is is rooted in the finding that college aged newspaper readers prefer the online version of the newspaper. A different community of college students might have been earlier adopters of their online community newspaper. In sum, the present study provided statistical evidence for a new theoretical model to examine the diffusion of online community newspapers. The results also provide evidence that more research needs to examine the hybrid newspaper reader and their place in the adoption process. This study provides support for the finding that some students prefer reading the print edition of the college newspaper over the online newspaper (Bressers & Bergen, 2002). Interactive feature use will need to be examined further and researchers will need to be cognizant of the various types of features available on newspaper websites. Finally, the model presented here can be used in further research addressing online news diffusion in different communities. Figure 1. The Final Model

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 20
concerns, could explain why they did not fit well into the model.  
Although research on college students’ news habits is important (Armstrong & Collins, 
2009; Jarvis et al., 2009), using a student sample does limit the research study’s 
generalizability.
  One reason is that it is rare that print newspapers will be as readily accessible 
in print edition in a non-college community as it was for the sample investigated in this study. 
The second reason is is rooted in the finding that college aged newspaper readers prefer the 
online version of the newspaper.  A different community of college students might have been 
earlier adopters of their online community newspaper.  
In sum, the present study provided statistical evidence for a new theoretical model to 
examine the diffusion of online community newspapers.  The results also provide evidence that 
more research needs to examine the hybrid newspaper reader and their place in the adoption 
process.  This study provides support for the finding that some students prefer reading the print 
edition of the college newspaper over the online newspaper (Bressers & Bergen, 2002). 
Interactive feature use will need to be examined further and researchers will need to be cognizant 
of the various types of features available on newspaper websites.  Finally, the model presented 
here can be used in further research addressing online news diffusion in different communities.
Figure 1.  The Final Model 


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