Adoption of Mass-Customized Newspapers: An Augmented Technology Acceptance Perspective
The authors propose an augmented version of the Technology Acceptance Model to examine the consumer acceptance of mass-customized (MC) newspapers. Model findings (n = 2,114) suggest that the customer's willingness to invest effort for MC products is one of the main factors driving adoption. Furthermore, gender is found to moderate the relation between base category satisfaction (with the base category “newspaper”) and perceived usefulness of an individually printed daily newspaper.
Volume (Year): 23 (2010)
Issue (Month): 3 ()
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