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The Diffusion of an Online Community Newspaper Among College Students
Unformatted Document Text:  Diffusion Online News 9 believable to be considered credible. Johnson and Kaye (1998) identified the importance of media credibility to readers' attention to news stories. In their survey of politically interested web users, they identified online newspapers as more credible than their traditional counterpart; although they only found each form of media as “somewhat” credible. Armstrong and Collins (2009) found college students’ rate their campus newspaper as credible as the local newspaper. Students have reported the newspaper as being a credible source of news (Jarvis, Stroud, & Gilliland, 2009). Based on the links uncovered between readership, community attachment and news credibility among college students, the following hypotheses are posited: H3: Attachment to one’s community positively predicts level of perceived credibility in one’s community newspaper website. H4: Perceived credibility of an online community newspaper positively predicts one’s level of perceived satisfaction. Diffusion In communities where print readership remains strong, many people are still in the innovation-decision stage of the online news adoption process. ii Tremayne, Weiss, and Alves (2007) found an increase in the dynamic content of the online version of U.S. newspapers and that dynamic content would spread according to the diffusion paradigm. For an active audience member, dynamic content should increase one’s level of enjoyment for online news. Chung and Nah (2009) found that use of interactive features leads to perceived satisfaction of online newspapers. Based on the diffusion framework, the final hypothesis was postulated: H5: Satisfaction with an online community newspaper website positively predicts one’s level of continuous use.

Authors: Hunt, Daniel., Atkin, David. and Kowal, Chris.
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Diffusion Online News 9
believable to be considered credible. Johnson and Kaye (1998) identified the importance of 
media credibility to readers' attention to news stories.  In their survey of politically interested 
web users, they identified online newspapers as more credible than their traditional counterpart; 
although they only found each form of media as “somewhat” credible.   
Armstrong and Collins (2009) found college students’ rate their campus newspaper as 
credible as the local newspaper.  Students have reported the newspaper as being a credible source 
of news (Jarvis, Stroud, & Gilliland, 2009).  Based on the links  uncovered between readership, 
community attachment and news credibility among college students, the following hypotheses 
are posited:
H3: Attachment to one’s community positively predicts level of perceived credibility in 
one’s community newspaper website.
H4: Perceived credibility of an online community newspaper positively predicts one’s 
level of perceived satisfaction.  
Diffusion
In communities where print readership remains strong, many people are still in the 
innovation-decision stage of the online news adoption process.
 Tremayne, Weiss, and Alves 
(2007) found an increase in the dynamic content of the online version of U.S. newspapers and 
that dynamic content would spread according to the diffusion paradigm.  For an active audience 
member, dynamic content should increase one’s level of enjoyment for online news.  Chung and 
Nah (2009) found that use of interactive features leads to perceived satisfaction of online 
newspapers.  Based on the diffusion framework, the final hypothesis was postulated:
H5: Satisfaction with an online community newspaper website positively predicts one’s 
level of continuous use.  


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