Author's Keywords: Uses and Gratifications, Interactivity, Online Newspaper, Online Audience	Convention All Academic Convention is the premier solution for your association's abstract management solutions needs. Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p91769_index.html Direct Link: HTML Code:

Chung, Deborah. and Yoo, Chan. "Online User Motivations and Use of Interactive Features on an Online News Site: A Uses and Gratifications Approach" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91769_index.html>

Chung, D. S. and Yoo, C. Y. , 2006-06-16 "Online User Motivations and Use of Interactive Features on an Online News Site: A Uses and Gratifications Approach" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91769_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This study examines online user motivations for visiting an online newspaper and the relationship between user motivations and use of interactive features from a uses and gratifications perspective. Interactivity is defined as being on a continuum with three dimensions: human, human/medium and medium interactivity. Human interactivity that encourages dialogic communication between users is considered to be the highest form of interactivity. The findings from the study suggest three forms of user motivations: information seeking/surveillance, socialization and entertainment. In addition, the audience used medium interactive features most frequently, followed by human interactive features. Human/medium interactive features were used least. Further analysis found that all three motivations were predictors of use of medium interactive features. However, while socialization and entertainment remain as predictors, the information seeking/surveillance motivation was not a significant predictor of use of human and human/medium interactive features. Implications and limitations are discussed.

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