The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper
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2008
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AU Journal of Management 6, 1 (January-June 2008), 52-61
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The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper
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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.
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In English ; only abstract in English.
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