To fulfill the increasingly compact demand of smartphone adoption by consumers, and it indicates many new opportunities to reach and serve customers. To take advantages from the development of smartphones for purpose introducing an efficient marketing technique for journalism industry, this applies Technology Acceptance Model (TAM) as the foundation to demonstrates the decision making process of customers adopt mobile journalism. The result presents a process of how readers decide using mobile application for reading intention which they will generate the purchase intention and behavior towards this mobile application product. It also concluded some of the implications of the findings on theory and practice, which can provide some ideas for marketers and mobile application designers, and journalism business.
