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

Joon Soo Lim and Jun Zhang

Technology in Society, 2022, vol. 69, issue C

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.

Keywords: Artificial intelligence; News personalization; Technology acceptance model; Perceived contingency; Engagement (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:69:y:2022:i:c:s0160791x22001063

DOI: 10.1016/j.techsoc.2022.101965

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