TY - JOUR
T1 - Adoption of AI-driven personalization in digital news platforms
T2 - An integrative model of technology acceptance and perceived contingency
AU - Lim, Joon Soo
AU - Zhang, Jun
N1 - Funding Information:
This work was supported by the Tow Center for Digital Journalism at Columbia University’s Graduate School of Journalism.
Publisher Copyright:
© 2022 Elsevier Ltd
PY - 2022/5
Y1 - 2022/5
N2 - 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.
AB - 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.
KW - Artificial intelligence
KW - Engagement
KW - News personalization
KW - Perceived contingency
KW - Technology acceptance model
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U2 - 10.1016/j.techsoc.2022.101965
DO - 10.1016/j.techsoc.2022.101965
M3 - Article
AN - SCOPUS:85127174512
SN - 0160-791X
VL - 69
JO - Technology in Society
JF - Technology in Society
M1 - 101965
ER -