Theorizing Online News Consumption: A Structural Model Linking Preference, Use, and Paying Intent H. Iris Chyi, Ph.D. Assistant Professor School of Journalism The University of Texas at Austin Angela M. Lee, M.A. Doctoral Student School of Journalism The University of Texas at Austin Paper presented at the 13th International Symposium on Online Journalism, Austin, Texas, April 20-21, 2012
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Theorizing Online News Consumption: A Structural Model Linking Preference, Use, and Paying Intent
H. Iris Chyi, Ph.D.Assistant ProfessorSchool of JournalismThe University of Texas at Austin
Angela M. Lee, M.A.Doctoral StudentSchool of JournalismThe University of Texas at Austin
Paper presented at the 13th International Symposium on Online Journalism, Austin, Texas, April 20-21, 2012
Online news consumption
• Three distinct factors• Use: Major concern in academic
multiple regression analyses• Calculate the pure effect of key variables
within the nexus of complex news consumption models
• Test statistical fitness of theoretical models• Goodness of Fit tests
Results: Model 1
Results: Model 2
Key findings
• The results distinguished preference from use• Format preference only has a minor
influence on online news use (b = .16 to .18, p < .001).
• Use is not strongly associated with paying intent (b = .12 in both models, p < .01).
Determinants of paying intent
• As many as five factors (age, gender, news interest, preference, and online news use) have direct impacts on paying intent. • Age (b = -.21 in both models, p
< .001) and news interest (b = .18 in both models, p < .001) are the strongest predictors.
Implications
• News consumption is a multifaceted behavioral construct.
• While younger people are more likely to pay for online news, they tend to have lower interest in news compared with other age groups.• Future research on potential intervention
measures to promote news interest among young adults may explore the progression from interest, use, to paying intent, as proposed by this study.