The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper

Abstract

The main purpose of this research was to investigate the relationship between the respondents' perception of media credibility factors (content, trustworthiness and expertise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires, which were distributed to 3 groups; students, working professionals, and general public at selected venues in Bangkok The researcher found significant relationships between all media credibil- ity factors and respondents 'purchase intention. Based on the findings, all sub-variables of the media credibility showed strong positive relationships. Following the hypothesis testing of demographic char- acteristics, there was a difference in age, gender, education level and monthly income with respondents ' purchase intention. Nationality. however, was the only demographic factor to show no such difference.