Adoption of AI-driven personalization in digital news platforms: An integrative model of technology acceptance and perceived contingency

Joon Soo Lim, Jun Zhang

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

This research demonstrates the usefulness of the integrative model of the technology acceptance model (TAM) and the perceived contingency model in predicting the users’ adoption of AI-driven personalization in digital news platforms. We conducted an online survey with 1369 US adults randomly drawn from the national panel of Qualtrics. The results show that perceived contingency plays a crucial role in predicting the adoption of AI-powered news platforms, showing a significant direct effect and an indirect effect mediated by enhanced user engagement experience and positive attitude. Furthermore, the TAM variables are still important in predicting adoption behavior.

Original languageEnglish (US)
Article number101965
JournalTechnology in Society
Volume69
DOIs
StatePublished - May 2022

Keywords

  • Artificial intelligence
  • Engagement
  • News personalization
  • Perceived contingency
  • Technology acceptance model

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Business and International Management
  • Education
  • Sociology and Political Science

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