Indonesian Readers’ Motivations And Attitude Towards Digital Press

Abstract

Internet technology has ghastly impacted the way newspaper readers searching information. Internet also changes the information access, production and circulation. www.alexa.comshowed 100 Top sites of Indonesia, there is Detik.com on 9th rank and Kompas.com on 13 th rank. Detik.com and Kompas.com had an increasing percent of traffic on August 2010. There are motivations and attitude of digital newspaper readers that are interesting to be study. This research examined the effect of knowledge current issues, search for updated news, and search for specific information, entertainment, and habit on attitude toward Indonesia digital newspapers. This study uses Structural Equation Modeling technique with LISREL to examine the hypothesized relationships. Sample on this research consisted of one hundred and fifty (150) digital newspaper readers in Indonesia. This study reveals that search for specific information, search for updated news, and entertainment had a positive effect on attitude toward digital newspapers. Knowledge current news and Habit had not significant effecton attitude toward digital newspapers. Keywords: knowledge current news, search for specific information, search for updated news, entertainment, habit, attitude to digital newspaper