Factors affecting millennials' intentions to consume local and foreign media in Singapore

Factors affecting millennials' intentions to consume local and foreign media in Singapore

This study examines the effects of local-global identity and consumer-cultural nationalism on local and foreign entertainment media use intentions of Singaporean millennials. In our study, the theory of planned behaviour is used as a theoretical foundation accounting for media use intentions. Regres...

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Bibliographic Details
Main Authors: Lee, Daphne, Lee, Jolene, Liaw, Ee Jin
Other Authors: Sonny Ben Rosenthal
Format: Final Year Project
Language:English
Published: 2018
Subjects:
DRNTU::Social sciences::Mass media::Media studies
Online Access:http://hdl.handle.net/10356/73604
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Institution: Nanyang Technological University
Language: English
Description
Summary:This study examines the effects of local-global identity and consumer-cultural nationalism on local and foreign entertainment media use intentions of Singaporean millennials. In our study, the theory of planned behaviour is used as a theoretical foundation accounting for media use intentions. Regression analysis of Singaporean millennials (N = 1,020) indicated that local identity and consumer-cultural nationalism were positively associated with intentions to consume local media. In addition, global identity was positively associated with foreign media use intentions. Findings suggest importance of individual-level variables in determining preference for local and foreign entertainment media.

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