Assessing Students' Intentions to Read Online Newspapers Using TAM and TTF Approaches

Public interest in reading social media is higher and is considered more interesting than reading on news platforms because social media is a platform that can build social life both formally and informally so that it can increase their participation in social life more broadly. Technology Acceptance Model (TAM) and Task Technology Fit (TTF) can be used to analyze people's reading interest in online newspapers. The purpose of this research was to provide advice to online newspapers companies to improve the quality of their website or application to increase students' intention to read online newspaper. This study used a sample of 185 students who had the intention of reading online newspapers. This research model uses a structural equation model (SEM) to analysis relationship between independent variable and dependent variable. The result is partially independent variables, such as intrinsic motivation (IM), perceived ease of use (PEU), and technology task fit (TTF) have a positive influence on behavioral intention (BI). R square adjusted of 0.583, meaning that the variables PEU, PU and TTF determine the BI variable by 58.3%.