Explaining media usage and media behavior: a comparison of social psychological determinants between the usage of online and traditional print newspapers

Hübner, A. (2013) Explaining media usage and media behavior: a comparison of social psychological determinants between the usage of online and traditional print newspapers.

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Abstract:Abstract The study compared the determinants of the model of media attendance regarding reading online newspapers and traditional print newspapers. For this purpose an online survey has been created with partially already existing items. Usage of the medium was the dependent variable which was supposed to be influenced by the other determinants of the model, which are experience, expected outcomes, self-efficacy, habit strength, and deficient self-regulation. Research questions were in how far the determinants of the model differ between both groups and in how far the model explains the variance in usage of both media. Therefore, differences between readers of online (n=146) and traditional (n=90) newspapers were investigated as well as in how far the model fits for explaining the usage of online and traditional newspapers. The survey, which was used for this purpose, included general questions regarding demographics and media consumption, as well as Likert-scale items that were supposed to measure the variables expected outcomes consisting of six incentives which are social, activity, monetary, self-reactive, information and usability outcomes, as well as the determinants self-efficacy, habit strength and deficient self-regulation. Results of linear regression show that the model significantly predicted the dependent variable usage. The explained variance in usage of traditional newspapers was higher (37.4%) than the explained variance in usage of online newspapers (28.1%). With the help of the Mann-Whitney rank sum test, as well as Pearson’s Chi-Square test, significant differences between the groups were found in expected monetary outcomes, experience, and habit strength, as well as in the choice of the channel when reading an online newspaper and the number of purchases of traditional newspapers.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/63225
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