Putzke, Johannes; Schoder, Detlef; Fischbach, Kai - In: Journal of Media Economics 23 (2010) 3, pp. 143-164
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....