Adoption to Online Newspaper Reading with the COVID-19 Pandemic: Case of Staff Members of the Rajarata University of Sri Lanka
Abstract The purpose of this study was to apprehend the adaption to online newspaper reading with COVID-19 pandemic by focusing to staff members of Rajarata University of Sri Lanka. Online newspaper is the easiest and best way to get news today. Online newspaper facilitators create new path for online newspaper readers. During this pandemic time, people face different difficulties such as lockdown, travel restriction, quarantine or isolation etc. Thus, most of them are at home and do works under the work from home concept meantime demand for online news is also increased harshly. Literature survey revealed that there is a handful of studies done in Sri Lankan context related to the present study. Accordingly, data were collected from total population of 291 academic and nonacademic executive staff members in the Rajarata University of Sri Lanka. The collected data were analyzed using statistical techniques; reliability test, descriptive analysis, Andrew F. Hayes moderation process analysis, correlation coefficient and regression analysis with SPSS. Respondents are from all six faculties and they who are in various age groups with different educational qualifications. However, even most of the staff members heard about online newspaper, online newspaper usage is low. Results of correlation and regression analysis confirmed that online habit, internet experience and social influence positively influence on adoption towards the online newspaper reading. Furthermore, moderating influence of gender, age and education were tested with Andrew F. Hayes moderation process analysis and revealed concerned demographic factors moderate only the relationships of internet experience and online habit with dependent variable. Study recommends and give insights to develop creative and effective future plan for online newspaper providers to increase the usage of online newspaper reading among online users.