| dc.description.abstract | Since a long time ago, newspaper has been an indispensable part in our spiritual life.
After that, the Internet came out, has changed how the information is delivered to
readers by the interactivity in online newspaper. The perception of the interactivity
mostly affects customers’ online preferences.
This study is to examine the relationship between interactivity perceptions and online
newspaper preference. For this study, the perceived interactivity comprises four key
elements: two-way communication, user control, responsiveness and multimedia.
Quality of information processing’s consequence enhances online newspaper
preference as well. Online preference is defined as customers’ preference for the
online newspaper. Quantitative method was mainly employed in this research
including several statistical tests such as factor loading analysis, multiple regression
analysis and one-way ANOVA. Besides, the main respondents of this research are the
internet users in Ho Chi Minh City who have experienced the online newspaper.
There is 200/280 usable collected surveys from Ho Chi Minh City through online and
offline surveys. The result of this study indicated that the order of the variables affect
to online newspaper preference is: 1) multimedia, 2) responsiveness, 3) two-way
communication and 4) user control. Moreover, quality of information processing
variable shows a strong influence on the online newspaper preference. Hence, to
enhance the impact of interactivity, online newspapers should pay more attention to
multimedia, responsiveness, two-way communication and user control as well as the
quality of information processing. | en_US |
