Abstract
We assessed the determinants of continuous use intention (CUI) of News Apps in India by integrating models, UTAUT2 and IS Success Model. The study considered personalization as the moderator for UTAUT2 variables to determine key factors for CUI of news apps. A questionnaire survey was used to collect data from 309 active news app users and structural equation modeling was employed to test the hypotheses. The findings from direct hypotheses testing revealed that performance expectancy, facilitating conditions, hedonic motivation, habit, information quality, system quality, and service quality have a positive effect on CUI of news apps. The testing of moderating hypothesis indicated that personalization has a moderating effect on performance expectancy and habit with CUI of news apps. The moderate or low level of personalization would enhance performance expectancy and the habit of users to use mobile news apps. The higher personalization negatively affects the relationship between performance expectancy, habit, and CUI and poses a serious threat to the habit and the perceived usefulness of news apps. Outcomes of this research are expected to help app developers in designing apps efficiently and engaging with users.
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