Font Size:
Exploring factors affecting consumer expenditures on media
Abstract
Previous studies on consumer expenditures on mediaespecially focus on the relationship between consumer expenditures onmedia and Gross National Income (GNI) based on the Principle ofRelative Constancy (PRC) from macroeconomic aspect. Researches onconsumer expenditures on media from macroeconomic aspectcontribute to the understanding of media structure and development ofmedia industry but it is not applicable to microeconomic aspect since itwould lead to the ecological fallacy. In order to understand consumers'expenditures on different media products, this study attempts toexamine how the income of the audience, time spent on media andattitude influence consumers' expenditures on media. This studyreveals that income variable is positively correlated to consumerconsumption on newspapers and internet but not magazines andtelevision once other variables are controlled. The study also exploresthe significance of different media products with reference to theireconomic characteristics.
References
Brooks Barnes2008, “For a Thrifty Audience, Buying DVDs Is So2004,” New York Times, November 22, 2008. Retrieved fromhttp://www.nytimes.com/2008/11/23/business/23steal.html/Chyi & Lasorsa1999, Access, Use and Preference for OnlineNewspapers. Newspaper Research Journal; Fall 1999, Vol. 20Issue 4, p2Chyi, H. I. & Yang, M. J. (2009). Is online news an inferior good?Empirically examining the economic nature of online newsamong users. Journalism & Mass Communication Quarterly, 86(3),594-612.Chyi, H. I2012, Paying for What? How Much? And Why (Not)?Predictors of Paying Intent for Multiplatform Newspapers.International Journal on Media Management Volume 14, Issue 3,2012, pp 227-250.DOI:10.1080/14241277.2012.657284Demers, David Pearce(1994), Relative Constancy Hypothesis,Structural Pluralism, and National Advertising Expenditures,Journal of Media Economics, 7(4), 31-48, 1994.DOI:10.1207/s15327736me0704_3Dupagne,M.(1994).Testing the relative constancy of mass mediaexpenditures in the United Kingdon, Journal of MediaEconomics,7(3),1-14. DOI:10.1207/s15327736me0703_1Dupagne,M.(1996,August).Beyond the principle of relative constancy:Determinants of consumer mass media expenditures inBelgium. Paper presented at the meeting of the Association forEducation in Journalism and Mass Communication,Anaheim,CA.Dupagne.M1997,Beyond the Principle of Relative Constancy:Determinants of Consumer Mass Media Expenditures inBelgium, Journal of Media Economics，Volume 10, Issue 2,1997. DOI:10.1207/s15327736me1002_1Ghee-Young Noh & August E. Grant(1997), Media Functionality andthe Principle of Relative Constancy: An Explanation of theVCR Aberration, Journal of Media Economics, 1997, 10 (3), 17-31.DOI:10.1207/s15327736me1003_2Heath, Timothy B. and Gary J. Gaeth (1994), Theory and Method in theStudy of Ad and Brand Attitudes: Toward a Systemic Model,in Clark Eddie M., Timothy W. Brock and David W. Stewart,eds., Attention, Attitude and Affect in Response toAdvertising, NJ: Lawrence Erlbaum Associates.Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics:Applying economics to new and traditional media. ThousandOaks, CA: Sage.Kim, S. and Littrell, M.A. (1999) Predicting souvenir purchaseintention, Journal of Travel Research, 28(3): 638–657Mccombs,M.E(1972).Mass media in the marketplace. JournalismMonograhps,24;McCombs,M.E.,& Eyal,C.H.(1980).Spending on mass media, Journal ofCommunication,31(1),153-158;McCombs,M.E.,& Son,J.(1986,August).Patterns of economic support formass media during a decade of electronic innovation, Paperpresented at the meeting of the Association for Education inJournalism and Mass Communication, Norman,OK；Online Publishers Association. (2004, February). Multi-channel mediabrands: Attitudinal and usage study. Retrieved from http://onlinepubs.ehclients.com/images/pdf/140_W_opa_multichannel_media_brand_study_nov03.pdfStempel GH & Hargrove T1996, Mass media audiences in achanging media environment. Journalism & MassCommunication Quarterly 73 (3): 549-558; DOI:10.1177/107769909607300304Stempel GH, Hargrove T , & Bernt.J.P2000, Relation of Growth ofUse of the Internet to Changes in Media Use from 1995 to 1999,Journalism & Mass Communication Quarterly 77(spring 2000): 71-79.Wood,W.C.(1986).Consumer spending on the mass media: Theprinciple of relative constancy reconsidered. Journal ofCommunication,36(2),39-51；Wood,W.C.,& O'Hare,S.L.(1991).Paying for the video revolution:Consumer spending on the mass media. Journal ofcommunication, 41(1),24-30Yu, Guo-Min(2008),Annual Report on China's Media DevelopmentIndex(2008),Social Science academicpress(China),March,2008,page 220-222
Full Text: PDF
Refbacks
- There are currently no refbacks.
