“…Their reading process is very selective and is based on how much they know about the subject and what their interests are. Their reading patterns, therefore, are not as coherent as those with less prior knowledge (Salmeron, Kintsch, & Canas, 2006). Other factors identified to affect online reading comprehension include readers cognitive flexibility (Dommes et al, 2011), visual aesthetics (Norman, 2004;Tractinsky et al, 2006), computer experience (Hill et al, 2011), perceptions of website interface and media richness (Chen et al, 2011), preference of reading delivery mode (Vandelanotte et al, 2012), previous online reading experiences (Huang, 2012), contextual factors, and readers' personal characteristics (Adesope et al, 2011).…”