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ABSTRACT
Adopting a uses and gratifications (U&G) approach, this study identified user motivations for watching 360-degree video news: pursuit of entertaining information, social conformity, and pursuit of usefulness. The current study also proposes a model that captures key antecedents and consequences of audiences’ motives for consuming 360-degree video news by extending the technology acceptance model (TAM). Among the three motives for watching 360-degree video news, pursuit of entertaining information and pursuit of usefulness both significantly influence audience attitudes towards 360-degree video news. This is because of the perceived usefulness of the medium. Implications for research and practice are discussed.
Disclosure statement
No potential conflict of interest was reported by the author(s).