Normative or Effective? The Role of News Diversity and Trust in News Recommendation Services

In recent years, online news portals have initiated the use of algorithms to recommend news. The purpose of this study was to determine how the perceived personalization of Naver News users affects continuance intention through the mediation of trust, user satisfaction, and perceived usefulness. Moreover, this study investigated how the perceived news diversity affects continuance intention through the mediation of user satisfaction and perceived usefulness, using data collected from 451 participants in South Korea. Research findings revealed that perceived personalization had a positive effect on continuance intention through the mediation of trust, user satisfaction, and perceived usefulness. Furthermore, perceived news diversity had a positive effect on continuance intention through the mediation of user satisfaction, a finding that has not been outlined in previous studies. This study also shares several practical implications that might be of interest to news aggregators and portals toward increasing their users’ trust, and satisfaction.