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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
