Determinants of Gen Z’s Willingness to Accept News on Social Media: A PLS-SEM Study in Vietnam

Abstract

This study investigates the factors influencing Generation Z’s willingness to accept news on social media in Vietnam. Integrating the Technology Acceptance Model (TAM), Uses and Gratifications Theory (U&G), and the PERVAL model, the research explores cognitive, social, and contextual determinants affecting news acceptance behavior. A survey of 1,224 respondents aged 15–21 was conducted using stratified random sampling across six socio-economic regions. Data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that perceived usefulness, cognitive absorption, news credibility, and news quality significantly influence willingness to accept news. Social factors, including interpersonal influence and motivation for social media use, also play vital roles, alongside contextual understanding, news dependency, media literacy, and algorithm awareness. In contrast, perceived ease of use does not significantly affect news acceptance, suggesting that Generation Z's digital fluency renders usability less relevant. The model explains 68.3% of the variance in news acceptance, offering robust explanatory power. These findings highlight the dynamic interplay between personal cognition and media environment in shaping digital news engagement. The study provides practical implications for media organizations aiming to enhance news credibility and audience trust in the digital age.