Audience Motivations for Using Interactive Features: Distinguishing Use of Different Types of Interactivity on an Online Newspaper

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.

Notes

^a M = 2.17, SD = .63.

^b M = 1.59, SD = .51.

^c M = 1.56, SD = .61.

∗p < .05, ∗∗p < .01.

∗∗p < .01.

∗p < .05, ∗∗p < .01.

Additional information

Notes on contributors

Deborah S. Chung

Deborah S. Chung (Ph.D., Indiana University at Bloomington) is an assistant professor in the School of Journalism and Telecommunications at the University of Kentucky. Her research focuses on the impact of information communication technologies on journalism practice, culture and education and how ICTs potentially empower information consumers.

Chan Yun Yoo

Chan Yun Yoo (Ph.D., University of Texas at Austin) is an assistant professor in the School of Journalism and Telecommunications at the University of Kentucky. His research interests include online advertising and Internet-mediated communications.