READER PARTICIPATION IN THE E-NEWS SERVICE IN TAIWAN

Abstract

In the e-news service field, participation as well as involvement has been well-studied by researchers investigating Western cultures but in countries with emerging economies these topics have not received the same degree of attention. In this study we focused on Taiwan, as a New Industry Country (MC), particularly on "click-and-mortar" (paper and electronic) news service providers. We found no difference in intention to participate but extreme information may prevent involvement in participation in the news service. Our model provides information on the structure of the competitive strategy (Porter, 2001) in an NIC.