Study of Factors Affecting Continued Usage Intention of Mobile News Apps in India

Mobile news apps are the latest technological innovation to keep users’ abreast with latest news and trends. However, there has been sudden spurt of news apps in the market with every media organization bringing out their own apps. Making users to stick to one and keep them hooked for longer period has become a major challenge for each organization. Therefore, considering the attributes of news apps in the Indian context, based on UTUAT 2 model, this study suggests that effort expectancy, facilitating conditions and habit have a significant effect on users’ continuous usage intention of news apps. Furthermore, these attributes have been empirically tested, proved, and further discussed in the study. The study provides a theoretical contribution and practical implications that are relevant for the stakeholders working in mobile news apps in India.