Universität zu Köln

Puechel, Lea, Wellbrock, Christian-Mathias and Buschow, Christopher (2023). Where Technology and Content Fuse: Applying Technology Acceptance to the Usage of and Payment for Digital Journalism. Int. J. Innov. Technol. Manag., 20 (2). SINGAPORE: WORLD SCIENTIFIC PUBL CO PTE LTD. ISSN 1793-6950

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Abstract

This paper investigates drivers of technology acceptance of and payment for digital journalism. Environments in which digital media content and technology are fused from the perspective of the user, have yet to be researched with technology acceptance models. In this paper, we subsume digital journalistic content as such technology and investigate how the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) explains the use of journalism. Further, we extend traditional acceptance research by investigating not only usage, but payment intention and behavior. To this end, we refer to a representative survey of the German online population (N = 4240) and estimate effects within the framework of a structural equation model. The results reveal that the traditional model is better suited to explain usage, but can also explain a substantial part of the variance in payment. Above all, price value, hedonic motivation and social influence appear to have the strongest positive effects on intent and behavior. Surprisingly, effort expectancy has a positive influence on paying intent. Managers who engage in content creation should highlight these aspects. The findings further contribute towards a much needed, better understanding of user behavior across technologies.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Puechel, Lea UNSPECIFIED UNSPECIFIED UNSPECIFIED Wellbrock, Christian-Mathias UNSPECIFIED UNSPECIFIED UNSPECIFIED Buschow, Christopher UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-670202
DOI:	10.1142/S0219877023500062
Journal or Publication Title:	Int. J. Innov. Technol. Manag.
Volume:	20
Number:	2
Date:	2023
Publisher:	WORLD SCIENTIFIC PUBL CO PTE LTD
Place of Publication:	SINGAPORE
ISSN:	1793-6950
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language INFORMATION-TECHNOLOGY; SOCIAL-INFLUENCE; USER ACCEPTANCE; UNIFIED THEORY; INTENTION; MEDIA; ADOPTION; DETERMINANTS; ATTITUDES; EMOTION Multiple languages Management Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/67020