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

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  • Lim, Joon Soo
  • Zhang, Jun

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.

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  • Lim, Joon Soo & Zhang, Jun, 2022. "Adoption of AI-driven personalization in digital news platforms: An integrative model of technology acceptance and perceived contingency," Technology in Society, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:teinso:v:69:y:2022:i:c:s0160791x22001063
    DOI: 10.1016/j.techsoc.2022.101965
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    References listed on IDEAS

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