University of Twente Student Theses


This just in : analysis of factors influencing online newspaper reading behaviour

Schoneville, S. (2007) This just in : analysis of factors influencing online newspaper reading behaviour.

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Abstract:Research on the interplay between print and online newspapers is abundant. However, determinants of the usage of an online newspaper have seen little research attention. Hence the following research question was formulated: What factors influence the usage of online newspapers and how do they relate to each other? To structure the research the Unified Theory of Acceptance and Use of Technology (UTAUT) model was used. It consists of four factors which influence the intention to use and actual use behaviour: performance expectancy, effort expectancy, social influence and facilitating conditions. After a literature study the model was expanded upon with the concepts of attitude, habit and counterintentional habit. Counterintentional habit was operationalized as the habit of reading a print newspaper. Data collection made use of an online questionnaire about an online newspaper. Invitations to participate in the survey were sent to 2314 people in the Dutch summer vacation of 2006, of whom 990 responded (a response rate of 39%). Of these 990 returned questionnaires, 723 were usable. Respondents who did not know the online newspaper were filtered out
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Psychology MSc (66604)
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