Towards an understanding of the behavioral intention to use online news services An exploratory study

Towards an understanding of the behavioral intention to use online news services An exploratory... Purpose – Research into the use/adoption of online news services (ONSs) is still in its infancy, Scholars have indicated that there is no comprehensive theoretical framework for understanding or predicting consumers' online adoption behavior. The purpose of the paper is to propose a theoretical framework as a foundation for better understanding and further analyzing the adoption of ONSs. Design/methodology/approach – A literature review was conducted together with a series of in‐depth interviews with selected key industry experts. Three paradigms (i.e. the Diffusion of Innovation Theory, the Technology Acceptance Model, the Uses and Gratifications Theory) were examined and included findings from research into some aspects of online behaviour and these are discussed in relation to the objectives of this paper. Findings – Six factors are identified as potential key drivers in the adoption of ONSs These are based on the findings from the literature review and the in‐depth interviews with the industry experts. The six factors are: Perceived Usefulness (PU), Perceived Core Service Quality (PCSQ), Perceived Supplementary Service Quality (PSSQ), Trust, Networking, Interface and Subjective Norm. A theoretical framework for better understanding and analyzing the adoption of ONSs is built that shows the relationship among these factors and adoption of ONSs. Originality/value – For researchers, this paper provides a framework to identify and understand the way the potential key factors contribute to the adoption of online news services. For practitioners, this framework lists the features that specifically attract online news users. Understanding users' preferences is of major importance in e‐businesses for making strategic decisions to increase user satisfaction, as well as improving the performance of the business. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Towards an understanding of the behavioral intention to use online news services An exploratory study

Internet Research, Volume 18 (3): 27 – Jun 6, 2008

Loading next page...
 
/lp/emerald-publishing/towards-an-understanding-of-the-behavioral-intention-to-use-online-U9sZLvIiWL
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240810883326
Publisher site
See Article on Publisher Site

Abstract

Purpose – Research into the use/adoption of online news services (ONSs) is still in its infancy, Scholars have indicated that there is no comprehensive theoretical framework for understanding or predicting consumers' online adoption behavior. The purpose of the paper is to propose a theoretical framework as a foundation for better understanding and further analyzing the adoption of ONSs. Design/methodology/approach – A literature review was conducted together with a series of in‐depth interviews with selected key industry experts. Three paradigms (i.e. the Diffusion of Innovation Theory, the Technology Acceptance Model, the Uses and Gratifications Theory) were examined and included findings from research into some aspects of online behaviour and these are discussed in relation to the objectives of this paper. Findings – Six factors are identified as potential key drivers in the adoption of ONSs These are based on the findings from the literature review and the in‐depth interviews with the industry experts. The six factors are: Perceived Usefulness (PU), Perceived Core Service Quality (PCSQ), Perceived Supplementary Service Quality (PSSQ), Trust, Networking, Interface and Subjective Norm. A theoretical framework for better understanding and analyzing the adoption of ONSs is built that shows the relationship among these factors and adoption of ONSs. Originality/value – For researchers, this paper provides a framework to identify and understand the way the potential key factors contribute to the adoption of online news services. For practitioners, this framework lists the features that specifically attract online news users. Understanding users' preferences is of major importance in e‐businesses for making strategic decisions to increase user satisfaction, as well as improving the performance of the business.

Journal

Internet ResearchEmerald Publishing

Published: Jun 6, 2008

Keywords: Information media; Consumer behaviour; Internet; Taiwan

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off