Audience motivations for using interactive features: Distinguishing use of different types of interactivity on an online newspaper

Deborah S. Chung, Chan Yun Yoo

Research output: Contribution to journalArticlepeer-review

89 Scopus citations

Abstract

This study examines audience uses of three types of interactivity, user motivations for visiting an online newspaper, and the relationship between user motivations and use of the different types of interactive features. There are three types of interactivity on a continuum: medium, human/medium, and human interactivity. In an online survey of 542 respondents, results indicate that medium interactive features were used most frequently and human interactive features used the least. Three motivations for using online newspapers emerged-information seeking/surveillance, socialization, and entertainment. In addition, further analysis found that although all three motivations were predictors of use of medium interactive features, the information seeking/surveillance motivation was not a significant predictor of use of human/medium and human interactive features.

Original languageEnglish
Pages (from-to)375-397
Number of pages23
JournalMass Communication and Society
Volume11
Issue number4
DOIs
StatePublished - 2008

ASJC Scopus subject areas

  • Communication

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