Abstract
The aim of this study was to empirically examine the extended unified theory of acceptance and use of technology 2 (UTAUT2) model by adding “personalization” as one of the antecedents, as well as a moderator to determine the key factors for the continuous use intention of mobile news applications (apps). For this study, an online and manual sample survey of 309 respondents, who had used the news app earlier, was collected and analyzed, using quantitative methods such as explanatory and confirmatory factor analysis, structural equation modeling, and Hayes process for finding moderating effects among variables. The findings of the direct effect demonstrated that performance expectancy (PE) has the most influential effect on continuous use intention, followed by habit (HT), hedonic motivation (HM), and facilitating conditions (FC). Furthermore, the outcome of tests for the moderating effect of personalization between UTAUT2 constructs and continuous use intention (CUI) showed that personalization has a significant moderating effect on performance expectancy and habit. Therefore, this research establishes the key role of PE, HT, HM, and FC as main factors that trigger the users’ continuous use intention of news apps and provides an integrated framework to assess the moderating effect of personalization on technology acceptance. The findings of the research expand the existing literature on news applications and provide foundation for future research studies in the area of mobile news apps.
Highlights
The rapid surge in the number of smartphone users has drastically spurred the growth of mobile applications usage
The findings indicate that Indian users are believed to be satisfied with their mobile news apps usage and are inclined to continue using them if they derive fun, enjoyment, and pleasure from them
This study was an attempt to evaluate the main determinants for the continuous use intention of mobile news apps in India, which is a growing market and requires due scholarly attention
Summary
The rapid surge in the number of smartphone users has drastically spurred the growth of mobile applications (apps) usage. The significance of mobile apps will continue to grow. In India, too, apps are rapidly proliferating due to the increase in ownership of smartphones and low data prices. In India, the usage of mobile apps has been higher than the global growth. Statistics from App Annie, an analyst and business intelligence firm, show that from 2016 to 2018, India witnessed a whooping growth of 165% in app downloads, the fastest among major countries [5]. In terms of the number of mobile app downloads, India even surpassed US and ranks second, trailing only China [6].
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