Application of Artificial Intelligence in Paid Online News: Impact on Vietnamese Readers’ Willingness to Pay

Abstract

This study analyzes the factors influencing Vietnamese readers’ willingness to pay for AI-assisted online news, thereby clarifying the opportunities and challenges associated with the application of artificial intelligence (AI) in paid online journalism. Data were collected through in-depth interviews and a survey of 206 readers in Ho Chi Minh City. The data were analyzed using Cronbach’s Alpha reliability test, Exploratory Factor Analysis (EFA), and multiple linear regression with SPSS 20.0 software. The results indicate that among the seven proposed factors, five have statistically significant effects on readers’ willingness to pay. Among these factors, usage habits have the strongest impact. Based on the findings, the study proposes several recommendations to promote the application of AI in paid online journalism in Vietnam.