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

• Perceived channel efficiency differs between traditional and the Internet media.
• Perceived channel efficiency positively predicts media dependency.
• Motivation and news-related factors vary in their effects on media dependency.
• Availability of alternative media does not negatively predict 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.