Abstract

This paper considers user motivation and acceptance for adoption of online newspapers. The Technology Acceptance Model (TAM) was modified to incorporate several external variables that have been identified as strong influences of technology acceptance: gender, social influences and the level of Internet experience as well as other variables. The model was tested via an online questionnaire where 1592 responses collected. The results provide strong support for social influence and Internet experience and cost in influencing users’ acceptance of an online newspaper. The implications of these findings for theory and practice are discussed.

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