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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| Main Authors: | , , |
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| 其他作者: | |
| 格式: | Final Year Project |
| 語言: | English |
| 出版: |
2018
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/73604 |
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| 總結: | 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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