[논문]카드뉴스 이용자의 정보추구성향과 뉴스 리터러시가 추천의도에 미치는 영향: 기술수용모델(TAM) 모델을 중심으로

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doi:10.15207/jkcs.2019.10.1.141

초록
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이 연구에서는 기술수용모델(Technology Acceptance Model: TAM)을 적용하여 카드뉴스 이용자의 정보추구성향과 뉴스 리터러시가 지각된 용이성과 지각된 유용성에 미치는 영향, 지각된 용이성과 지각된 유용성이 추천의도에 미치는 영향을 살펴보았다. 카드 뉴스 이용 경험이 있는 대학생 400명을 대상으로 설문조사를 하였으며, 통계분석은 구조방정식모델(SEM)을 이용하였다. 분석 결과, 정보추구성향은 지각된 용이성에 유의미한 영향을 미치는 것으로 나타났고, 뉴스 리터러시는 지각된 용이성과 지각된 유용성 모두에 영향을 미치지 않는 것으로 나타났다. 지각된 용이성은 지각된 유용성에 유의미한 영향을 미치는 것으로 나타났으며 지각된 용이성과 지각된 유용성 모두는 추천의도에 유의미한 영향을 미치는 것으로 나타났다.

Abstract ▼ AI-Helper

In this study, the Technology Acceptance Model (TAM) was applied to explore the process of using card news. Card news users are found to be active in searching and selecting appropriate news for themselves, information seeking style and news literacy were established as antecedent variables that can...

In this study, the Technology Acceptance Model (TAM) was applied to explore the process of using card news. Card news users are found to be active in searching and selecting appropriate news for themselves, information seeking style and news literacy were established as antecedent variables that can influence card news usage. A survey of 400 university students with experience of using card news was conducted. For statistical analysis, SEM was conducted. The analysis showed that information seeking style significantly affects perceived ease of use (PEU) and that news literacy influences neither PEU nor PU. PEU was found to have a significant effect on PU, and both PEU and PU had a significant effect on recommendation intention.

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표/그림 (4)

그림 Fig. 1. Proposed Research Model
표 Table 1. Results of Measurement Model
표 Table 2. Result of Discriminant Validity
그림 Fig. 2. Result of Research Model

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문제 정의

This study attempts to increase the explanatory power of the TAM by considering the nature of the research topic, and adding antecedent variables that may affect PEU and PU. This study aims to set information seeking style and news literacy as antecedent variables among the various variables that may affect card news consumption.
Therefore, in this study, the final dependent variable was set as recommendation rather than the intention to use in the technology acceptance model in explaining the process of using card news. By regarding those theoretical frameworks, this study is to analyze how news audiences are utilizing card news.
Finally, the study investigates the effect of PEU and PU in card news usage on recommendation intention. The TAM is theoretically conceptualized that PEU and PU are primary elements of theoretical backgrounds because they are antecedent variables for news information system or service selection intention[4].
Consuming news in one’s spare time, especially during travel time, has become a routine for many people. Therefore, this study has paid attentions to the fact that card news is the easiest and most convenient way of consuming news in such situations. Since card news is a news platform that can clearly be distinguished from traditional news consumption devices in terms of formality and content, the TAM was applied to analyze how people are consuming card news
By applying the TAM, this study could provide theoretical and practical implications about card news consumption. This study, however, have had few limitations.

가설 설정

4. Non-significant paths are indicated by dotted lines.

제안 방법

TAM, however, has been criticized for failing to take into account the diverse context, and only focusing on the PEU and PU[5]. This study attempts to increase the explanatory power of the TAM by considering the nature of the research topic, and adding antecedent variables that may affect PEU and PU. This study aims to set information seeking style and news literacy as antecedent variables among the various variables that may affect card news consumption.
This is no exception to card news. Therefore, in this study, the final dependent variable was set as recommendation rather than the intention to use in the technology acceptance model in explaining the process of using card news. By regarding those theoretical frameworks, this study is to analyze how news audiences are utilizing card news.
This study, however, have had few limitations. Firstly, this study only focused on utilizing PEU and PU as antecedent variables of this study. Some previous studies made efforts to improve the model’s explanatory power by adding mediator variables such as perceived pleasure and credibility.
Secondly, this study did not manage and measure potentially-related variables for card news consumption, such as number of card news consumption and preferred news genre. The basic reason did not manage them is the news audiences did not recognize the exact number of card news consumption.

데이터처리

A confirmatory factor analysis(CFA) was conducted to examine the suitability of the measurement model used in this study(information seeking style, news literacy, perceived usefulness, perceived ease of use, and recommendation intention). The LISREL 8.53 program was used, and the Maximum-likelihood estimates(ML) was used for parameter estimation. There was no problem found regarding the basic assumptions of multivariate analysis, such as multicolinearity and normality.

이론/모형

They have hardly investigated why or how people use card news. In this vein, this study is using Technology Acceptance Model(TAM) as a main theoretical framework. The TAM is useful in explaining the adoption process of new information system or service, based on two beliefs variables: perceived usefulness(PU), and perceived ease of use(PEU)[3].
The structural equation modeling(SEM) was used for the analysis to examine the suitability of the proposed research model. Considering the judgment criteria for model fit index in the previous confirmatory factor analysis, the model fit index proposed in this study was found to be satisfactory(χ²(244) = 641.

성능/효과

Meanwhile, when looking at the squared multiple correlations(SMC), the research model shows that there is 19% variability in perceived ease of use, 36% variance in perceived usefulness and 40% variance in recommendation intention. The result is shown in [Fig 2].
The results of this study showed that it was statistically significant (β = .56, t = 8.70, p < .01).
The results of this study suggested that the information seeking style of card news users have significant effects on PEU, but there were no significant impacts on PU. Those results were highly related to the property of card news.
The results of CFA showed that the model fit index of the measurement model are generally satisfiable (χ2(242) = 640.37, p < .01, CFI = .97; NNFI = .96, SRM = 0.54, RMSEA = .067) because the CFI and NNFI values are higher than 0.90, and RMSEA and SRMR values are lower than .10[14].
The results of this study offered that PEU had statistically significant effects on recommendation intention (β = .29, t = 4.45, p < .01) [Hypothesis 3-3] predicted that PU in using card news will have significant impacts on recommendation intention.

후속연구

The basic reason did not manage them is the news audiences did not recognize the exact number of card news consumption. Therefore, it is necessary for future studies to design a sophisticated survey that accurately measure card news consumption.

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