Abstract
ABSTRACT Adopting a uses and gratifications (U&G) approach, this study identified user motivations for watching 360-degree video news: pursuit of entertaining information, social conformity, and pursuit of usefulness. The current study also proposes a model that captures key antecedents and consequences of audiences’ motives for consuming 360-degree video news by extending the technology acceptance model (TAM). Among the three motives for watching 360-degree video news, pursuit of entertaining information and pursuit of usefulness both significantly influence audience attitudes towards 360-degree video news. This is because of the perceived usefulness of the medium. Implications for research and practice are discussed.
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