Research Paper on "Find a Popular Model of Electronic Newspaper in Hong Kong"

Research Paper 24 pages (6474 words) Sources: 1+

[EXCERPT] . . . .

User Perceptions and Online News Sources:

An Empirical Analysis of the Lazy User Model in Information Technology in Explaining User Preferences for Selecting Online News Sources in Hong Kong

Information Technology and the Internet

Technology Acceptance Models

Lazy User Model

Theory of Reasoned Action

Technology Acceptance Model

Unified Theory of Acceptance and Use of Technology

Cognitive Fit Theory

Technology Task Fit Model

Diffusion of Innovation

Evolution of Online Media

The Digital Marketplace in Hong Kong

Methodology and the Lazy User Model Survey

Rationale of using a Survey Questionnaire

The Survey Questionnaire

Data Design Analysis

Final Results

Suggestions for Future Research

Introduction

Online news media is a relatively recent phenomenon in the history of print media, encompassing and embracing the advance of the internet, and the ability of the average person to not only have access to technology, but also to contribute to it. It stands to reason that in the development of technology that must take into account the needs of the user, various schools of thought have emerged to examine and explain the "why" of why people do what they do. In short, how do people make decisions? What factors influence their set of choices? In and of itself, the study of decision-making is broad and widely documented in diverse scholarly fields.

In the field of information technology, different models have been proposed to explain why and how people come to choose incorporating technology into their lives. It is not a question that the average person lends much thought to, rather, most decisions at the personal level are done with a great deal of subjectivity. However, the field does remain open to scholarly question, and hence a field of models falling under the rubric of "technology access models" exists from which to test relevant hypotheses on various aspects of technology.

The "internet" and "online media" incorporate many facets of information technology. At its core, the issue of information technology as regards online content in any form involves an exchange of ideas in a very new marketplace. As such, not only do we need to identify specifics of the 'marketplace', but we also must define the user.

In this paper, the topic of online news media is examined through applying a technology access model known as the "Lazy User Model" to explain why people choose online news media as their desired venue of news sources over traditional print media.

1.1 Research Question and Hypotheses

The aim of this research study is to determine whether the Lazy User Model of technology acceptance is a suitable evaluation tool to determine the popularity of online news sources in Hong Kong. This paper asks "what are the factors that contribute to making online news media sources popular in Hong Kong?"

To answer these questions, three hypotheses will be tested which employ the Lazy User Model:

H1: The user's needs determine whether they will choose online over paper version.

H2: The users' state determines whether they will choose online over paper version.

H3: The solution (online vs. paper) requiring the least effort by the user will be the one chosen.

In order to test these hypotheses, this paper will first present the background of the LUM (Lazy User Model), offer a research methodology to employ in gathering necessary data through the auspices of a survey questionnaire tool, discuss how the results of the survey should be evaluated, and offer recommendations on the outcomes.

1.2 Definitions and Concepts

Information Technology is defined as 'the industry or discipline involving the collection, dissemination, and management of data, typically through the use of computers' (Network, 2010). Quite likely, the meaning of it twenty years ago in a tangible, applicable sense, was different than it currently is today. Information technology has enjoyed a progressive and rapid growth, both in terms of what it means/is and what it can do/accomplish. Looked at from two perspectives, it means different things to different users, especially from the viewpoint of business and the viewpoint of the end user, or the business target.

IT has changed the way we communicate, with examples ranging from cell phones and other mobile devices, geographic information systems that are geared for personal use (like in-car navigation systems), online chat rooms and social networking sites, as well as how information is conveyed to the end user. Indeed, information technology has made it not only easier, but faster, to both convey and disseminate information (Johnson, 1997). This includes, among other things, online media sources.

Online Media refers to digital media working in digital codes (as opposed to analog codes). Digital Media Alliance Florida defines digital media as "the creative convergence of digital arts, science, technology and business for human expression, communication, social interaction and education" (Digital Media Alliance of Florida, 2010). Therefore, the it branch of online digital media encompasses online news sources. People have been relaying information to each other about current happenings for thousands of years, in the best it available in their day, whether it be writing on stone tablets or establishing a new blog. One way or another, information gets passed along in the easiest and fastest manner possible. Throw in another variable, profit-driven business and the equation changes to answer questions of why people would choose one form of media over another, given the best it of their day. For purposes of delimiting the scope of this research project, the focus will remain on online news sources, specifically in the Hong Kong region.

Hong Kong is an international financial commerce leader, and a potential gateway to leading innovations in information technology, including online media news sources. With a tech-savvy population, the potential for Hong Kong to be a world model in online information dissemination is high (Leung, Chen, & Chan, 2003).

The progressive and rapid growth of the internet is constantly redefining the media landscape, effectively making it a moving target, subject to business and user needs in the face of current technology. Different communication theories attempt to explain why people choose one form of communication over another, with accompanying psychological and behavioral issues that will not be discussed in this paper. Two areas of inquiry are relevant for purposes of this research project in mentioning communication theories. These are the "internationalization" of mass communication flow and "the technological change and convergence," as the boundaries separating mass communication from other forms for communication becomes less clear (Chyi & Lasorsa, 1999). The development of online newspapers is the most pronounced example of this second major area.

The user is defined as the consumer of the product. Here, it is the reader of the news source. The news source in question is online news media in Hong Kong. Hence, the user is the Hong Kong news reader using a computer to access online news sources in Hong Kong. Various problematic issues arise that should be noted. Geographic issues may limit one's access to online news sources. Computers and/or internet access may be limited or restricted, either through geographic restrictions, or other restrictions such as finances, knowledge of how to use a computer, or other restrictions that perhaps flow from government-controlled media content. (Muellr & Kamerer, 1995).

Media in Hong Kong refers specifically to online news media that is based in Hong Kong. This includes local online newspapers, local news blogs, and does not include international news web sites or anything of an international nature based outside of Hong Kong.

Technology Acceptance is an information systems model that attempts to explain how a user accepts and uses technology. There are several competing theories, with the field constantly being under review. The technology acceptance model (TAM) helps to identify the causal relationships between a systems design features, perceived usefulness, perceived ease of use, attitude toward using, and actual usage behavior in determining what factors should be examined in either the study of the history of technology use or the prediction for future technology use (Davis, 1993).

1.3 Delimitations

For purposes of this research project, delimitations refer to those concepts that limit the scope of the inquiry. Specifically, since we are trying to apply a model of technology acceptance called the lazy user model in explaining why people choose to use online newspapers as their primary news source in Hong Kong, some issues are in fact delimiting. What will not be covered in this research papers are:

International news sites.

Comparison of alternative technology acceptance models other than descriptive explanations.

Social networking sites as sources of 'news'.

Psychological models of behavior.

Alternative methodologies that could gather the necessary data outside of a survey questionnaire design tool.

The delimitations of the research project are not comprehensive in scope. However, the preceding delimitations are not covered in this report, and therefore should not be mistaken to be omitted by error of ignorance.

1.4 Overview of the Research Project

This research study continues with an in-depth literature review of information technology and the internet, technology acceptance models, online media, and the digital Hong Kong marketplace. Following the literature review is a presentation of the… READ MORE

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