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

Joon Soo Lim; Jun Zhang

doi:10.1016/j.techsoc.2022.101965

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

Joon Soo Lim, Jun Zhang

S.I. Newhouse School of Public Communications

Research output: Contribution to journal › Article › peer-review

57 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 language	English (US)
Article number	101965
Journal	Technology in Society
Volume	69
DOIs	https://doi.org/10.1016/j.techsoc.2022.101965
State	Published - 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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10.1016/j.techsoc.2022.101965

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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{\textquoteright} 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.",

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author = "Lim, {Joon Soo} and Jun Zhang",

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

Abstract

Keywords

ASJC Scopus subject areas

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