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Adoption of Mass-Customized Newspapers: An Augmented Technology Acceptance Perspective

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  • Johannes Putzke
  • Detlef Schoder
  • Kai Fischbach

Abstract

The authors propose an augmented version of the Technology Acceptance Model to examine the consumer acceptance of mass-customized (MC) newspapers. Model findings (n = 2,114) suggest that the customer's willingness to invest effort for MC products is one of the main factors driving adoption. Furthermore, gender is found to moderate the relation between base category satisfaction (with the base category “newspaper”) and perceived usefulness of an individually printed daily newspaper.

Suggested Citation

  • Johannes Putzke & Detlef Schoder & Kai Fischbach, 2010. "Adoption of Mass-Customized Newspapers: An Augmented Technology Acceptance Perspective," Journal of Media Economics, Taylor & Francis Journals, vol. 23(3), pages 143-164.
    • Handle: RePEc:taf:jmedec:v:23:y:2010:i:3:p:143-164
    DOI: 10.1080/08997764.2010.502514
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    References listed on IDEAS

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