Predicting University Students' Adoption of Mobile News Applications: The Role of Perceived Hedonic Value and News Motivation

Amit Mittal, Arun Aggarwal and Ruchi Mittal
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Arun Aggarwal: Chitkara Business School, Chitkara University, Punjab, India
Ruchi Mittal: Chitkara University Institute of Engineering and Technology, Chitkara University, Punjab, India

International Journal of E-Services and Mobile Applications (IJESMA), 2020, vol. 12, issue 4, 42-59

Abstract: India is amongst the fastest growing markets for smartphones in the world which are driven by a young population. This study seeks to understand the intention to use mobile news applications by students in India. To address this broad objective, an extended technology adoption model has been proposed with the inclusion of news motivation and perceived hedonic value and tested on 384 students at a university in India. Structural equation modeling results reveal that student mobile news app adoption intention is not dependent on the perceived hedonic value; however, this relationship is mediated by attitude. News motivation predicts adoption intention, which indicates that news app adoption is largely seen as utilitarian, this is also proven by the fact that perceived usefulness significantly predicts adoption intention.

Date: 2020
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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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