Creditability and Innovation Adoption of Online Newspapers

Abstract

The purpose of this study was to investigate the factors pertaining to the creditability and innovation adoption of online newspapers. The samples were 363 residents of Bangkok and vicinity selected by a purposive sampling method. They were the visitors of an online news websites. The instrument used in this study was a questionnaire developed by the researcher which using a method of Factor Analysis statistic to identify the relationship among the groups of factors at the significant level of 0.05. The finding indicated that the creditability and innovation adoption of online newspapers (U¢) was related to the groups of factors on production processes (x1), contents (x2), and ethics (x3). These factors were presented in the form of a Multiple Regression equation as U¢ = 26.608+3.831x1+0.420x2- 0.784x3, and in a standardized equation form as Z¢y= 0.586z1+0.218 z2-0.155z3. The interpretation of these equations indicated that the most influential group of factors on the creditability and innovation adoption of online newspapers was the production processes, followed by the factor groups of contents and ethics respectively.