대학생들의 신문 이용동기와 기술수용모델 변인이 유료 모바일 뉴스 콘텐츠 수용의도에 미치는 영향

초록

This study set out to investigate college students" intentions to accept paid mobile news content by combining Technology Acceptance Model (TAM), an analysis framework used when introducing a new technology or service, with Uses & Gratification, which analyzes the audience"s media uses according to their activity and desire. As a result, college students" perceived ease of use was affected by the assistance motive for daily life, innovativeness, and social conformity. Their perceived usefulness was under the influence of perceived ease of use, social conformity, technological obstacles/barriers, and motive for interpersonal relationships. Of all the TAM variables, only perceived usefulness had effects on the college students" intention to accept paid mobile news content provided by daily newspapers. In addition, assistance motive for daily life, social conformity, and leisure/pleasure motive made direct contributions to their intention to accept paid mobile news content.

키워드