Abstract:
This study aimed to apprehend the adaption to online newspaper reading with COVID-19 pandemic by focusing on staff members of the Rajarata University of Sri Lanka. Online newspaper is the easiest and best way to get news today. Online newspaper facilitators create a new path for online newspaper readers. During this pandemic, people face difficulties such as lockdown, travel restriction, quarantine or isolation, etc. Thus, most of them are at home and do work under the work-from-home concept meantime demand
for online news is also increased harshly. Literature survey revealed that a handful of studies were done in the Sri Lankan context related to the present study. Accordingly, data were collected from 291 academic and non-academic executive staff members at the Rajarata University of Sri Lanka. The collected data were analysed 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 are in various age groups with different educational qualifications. However, even though most staff members heard about online newspapers, online newspaper usage is low. Results of correlation and regression analysis confirmed that online habit, internet experience and social influence positively influence adoption of online newspaper reading. Furthermore, moderating influence of gender, age and education were tested with Andrew F. Hayes moderation process analysis and revealed concerning demographic factors moderate only the relationships between internet experience and online habit with the dependent variable. The Study recommends and gives insights into developing a creative and effective plan for online newspaper providers to increase the usage of online newspaper reading among online users.
