Online News Comments: Exploring the Role of User Personality, Self-Efficacy, and Motivations

• In Event: Online Comments and the News: Interactivity, Perception, and Political Function

Abstract

This study employs an audience-centered approach within the framework of uses and gratifications to examine the personality traits, types of self-efficacy, and motivations in association with individuals’ online news comments posting behavior. Based on a sample of 517 undergraduate students, the results indicate that those who have a higher level of agreeableness and narcissism tend to feel more self-efficacious and motivated for posting comments on online news. External self-efficacy for commenting on online news also positively predicts the user motivations for posting comments. Moreover, among various motivations, helping/informing, getting feedback, and pass time/exhibitionism positively predict the frequency of posting on online news comments sections, while social connection serves as a major predictor of posting comments on an online news platform shared by one’ self or friends on social network sites. Implications are discussed regarding uses of this personal opinion-posting mechanism in digital environment.

Authors

• Tai-Yee Wu, University of Connecticut

• David J. Atkin, U of Connecticut