Impact factors of intention to use paid online newspapers in Vietnam

Abstract

The explosive growth of the Internet in recent years has led to the development of online newspapers. To survive in the context of printed newspaper sales declining, the global newspaper industry is starting to collect fee from online newspapers’ readers. In Vietnam, the ability to attract readers of online newspapers is still low. In fact, paid online newspapers in Vietnam are still at the trial stage. Therefore, studies to find out the impact factors of intention to use paid online newspapers are very necessary in Vietnam. The proposed research model is built from TPB and other previous researches. Quantitative data were collected through a questionnaire survey with 359 valid participants. By adopting SEM, results showed that the measurement model fitted data well and all hypotheses were acceptable. The study showed that the attitude factor had the largest impact on readers’ intention to pay. For these factors influencing the attitude factor, the perceived benefit factor had the most significantly positive impact and the free mentality factor had the most significantly negative impact. Through this results, some implications to increase the readers’ intention to use paid online newspaper are proposed for service providers and government agencies concerned.