• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.1
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• pp.434-445
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• 2015

In reading news stories online, people are exposed to others' comments to a news story. In spite of popularity of comments to a news story online, the understanding of why and who posts a comment is still lacking. To complement scarcity and have a better understanding of comment-posting online, this study examined psychological factors which affect the likelihood of posting a comment to a news story online. In particular, three variables were considered: The first variable was communication efficacy, that is, an individual's belief about communication practices and systems, under the supposition that the people who have greater levels of communication efficacy are more likely to post a comment. The second variable was perception of public opinion, to test that when and if people judge their position of the issue as favored by the majority, they tend to post a comment. And finally, the tone of existing comments was included, to test if the tone of comments affects the willingness to post a comment. The results showed that firstly, people at a high level of communication efficacy are more likely to post a comment compared to people at the low level of communication efficacy. Secondly, the perception of public opinion partly influenced the willingness to post a comment. Especially, when people believe communication systems contribute to develop society and also when judged that their opinion is the majority's opinion, they are more likely to post a comment. Finally, the tone of the comments influenced the willingness to post a comment only on the condition that people are confident of the communication practice and are exposed to emotional comments.