earticle

영어

Online portals had recently started to provide news contents to the public at their own news section in portal’s initial page. The news contents had been produced by the media, and it had been collected, selected, edited and sometimes distorted by the news recommendation mechanisms of online portals. This study had focused on such trends as the deployment of news contents provision by portals, the empowerment of the portals in news contents delivery process, and the raising issues about the possible invasion to the public responsibility of media by portals. But the prior studies had not directly conduct this issue. They merely introduces the trends, the possible side effects and the graphical design of news section in portals. To escape from the side effects of this movements, this study had challenge to design the news recommendation mechanisms for providing more valuable news contents to the audiences than the incumbent time-priority news exposure mechanism. Prior studies had been ambiguously define the news values and had construct the news values by using the news criteria by editors in media. We tried to summarise and classify each element in the perspectives of both editors and audiences, who are the essential judgers of the news values, and conceptualized the news values as ‘the news which could reflect the world event sufficiently and which could response the needs of audiences for perform their own tasks’ by using the concept of representativeness in news value in the representative information heuristic processing model. Following this concept, The representative news in editors’ perspective had been operationalized as the major news which had many related news and the other in audiences’ perspective had been operationalized as the news which had much hit and reference score made by the peer audiences. And then we adopt the knowledge adoption model to explain the effect of these news recommendation mechanisms on the perceived overall news quality, trust on portal, perceived usefulness of overall news, satisfaction with portal’s news recommendation service and then on the loyalty, continuance usage intention and positive word-of-mouth intention on portal. We conducted a scenario survey in order to validate our research model. We collected the valid data from 357 voluntary participants who had the experience using the portal service, but had no experience uising the news recommendation mechanisms in portals. The subject had been allocated in three groups and had exposed such three different types of news recommendation mechanisms as 1) the time-priority news exposure mechanism (control group), 2) the reference-score-based news recommendation mechanism (a single treatment group), and 3) the major-news-priority exposure mechanism sorting by the reference scores made by peer audiences (the mixed treatment group). The data had been analized by the MANOVA and PLS method. MANOVA results indicate that perceived information quality and trust had significant differences by groups, that the difference between group 1 and 3 were significant, but the difference between group 1 and 3 and between group 2 and 3 were not significant. These results indicate that the only reference- score-based news recommendation mechanism could not be enough to provide the more valuable news than the incumbent time-priority news exposure mechanism and that the mixed methodology for news recommendation mechanisms could be beneficial to do that. And we also proceed the structured equation model analysis by using PLS algorithm. The tests of the measurement model confirm that our data set has appropriate discriminant and convergent validity. The results of testing the structural model show that the perceived overall news quality and trust on portal could significantly affect on the perceived usefulness of overall news and satisfaction with portal’s news recommendation service, and then these changes significantly affect on the loyalty, continuance usage intention and positive word-of-mouth intention on portal. Our findings are overall consistent with the previous literature. Contrary to our expectations, the reference-score-based news recommendation mechanism could not significantly affect on the dependent variables. Inducing the post interview to the participants, this result may be due to the facts that news audiences had the various needs for news consumption, the news recommendation results by the reference- score-based news recommendation mechanism had been skewed to the sports and entertainment news categories, and the news recommendation and explanation by the experts could be more benefitial to perform the tasks in some cases of news consumption. This study would contributions to identify the role of IS in media, to delicately conceptualize the news value in the balanced views both from editors and audiences, and to empirically validate the benefits of news recommendation mechanisms of both knowledge inventors and knowledge broker in academy. For practice, the results of this study to make more beneficial news recommendation mechanisms would motivate portals to design news recommendation mechanisms for attracting portal users.