Perceived channel efficiency and motivation and orientation of information seeking as predictors of media dependency

This study examined media dependency in the context of Internet media. It introduced the construct perceived channel efficiency in information seeking process and tested its effect on media dependency. The study found that perceived channel efficiency of the traditional media and Internet news sites, and motivation and orientation of information seeking contributed significantly to media dependency. Motivational and news-related factors varied in their effects on perceived channel efficiency and media dependency. Contrary to the media dependency thesis, availability of alternative media was not found to be a negative predictor of dependency on preferred media. Possible reasons were discussed, including changing scenarios of functional alternatives in the digital age, conscientious media selection and the ritualistic use of media. © 2014 Elsevier Ltd. All rights reserved.