Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan

It is no doubt that the prevalence of Internet technology in developing nations such as Pakistan has increased the access to information, news production and news consumption. As such, there has been a huge shift in trend of news consumption from conventional media (radio, television and printed new...

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Main Author:	Ramzan, Muhammad
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	T58.5-58.64 Information technology HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9093/1/s95669_01.pdf https://etd.uum.edu.my/9093/2/s95669_02.pdf https://etd.uum.edu.my/9093/3/s95669_references.docx
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id	my-uum-etd.9093
record_format	uketd_dc
spelling	my-uum-etd.90932022-03-06T03:30:37Z Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan 2019 Ramzan, Muhammad Abdul Hamid, Norsiah Ismail, Awan Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences T58.5-58.64 Information technology HF5415.33 Consumer Behavior. It is no doubt that the prevalence of Internet technology in developing nations such as Pakistan has increased the access to information, news production and news consumption. As such, there has been a huge shift in trend of news consumption from conventional media (radio, television and printed newspaper) to online newspaper. However, the consumption of online newspaper is contingent to certain motivating factors. Limited studies have investigated the factors affecting the consumption of news on online platforms, particularly by young adults. Further, these factors have not been exhaustively studied especially from the perspective of a developing economy like Pakistan. By applying the Uses and Gratification Theory (U&G), this study explores the influence of Information Motivation (IM), Entertainment Motivation (EM), Social Utility Motivation (SUM), Personal Utility Motivation (PUM) and Escapism Motivation (ECM) on Online Newspaper Consumption (ONC) in Pakistan. Additionally, this study examines the moderating role of gender between IM, EM, SUM, PUM and ECM factors on ONC in Pakistan. Using cross-sectional design, a survey was conducted on 533 university students from three public universities in Sindh province, Pakistan. Questionnaires were used to collect data which was later analysed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA). Results revealed that four hypothesized direct relationships between IM, EM, SUM and ECM with ONC in this study were supported, whereas the relationship between PUM and ONC was not supported. Also, gender did not moderate the relationship between IM, EM, SUM, PUM, and ECM with ONC. Furthermore, in terms of online newspaper consumption, there was no significant difference found between male and female. Generally, these findings suggest that IM, EM, SUM, and ECM are likely to enhance ONC among university students. In addition, gender is not a significant moderator for these relationships. Consequently, this study has contributed in modeling the relationship between U&G theory and online newspaper consumption. Hence, empirical findings of this study add to the body of knowledge on consumers‟ motivation factors and online newspaper consumption. 2019 Thesis https://etd.uum.edu.my/9093/ https://etd.uum.edu.my/9093/1/s95669_01.pdf text eng public https://etd.uum.edu.my/9093/2/s95669_02.pdf text eng public https://etd.uum.edu.my/9093/3/s95669_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Abdul Hamid, Norsiah Ismail, Awan
topic	T58.5-58.64 Information technology HF5415.33 Consumer Behavior.
spellingShingle	T58.5-58.64 Information technology HF5415.33 Consumer Behavior. Ramzan, Muhammad Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
description	It is no doubt that the prevalence of Internet technology in developing nations such as Pakistan has increased the access to information, news production and news consumption. As such, there has been a huge shift in trend of news consumption from conventional media (radio, television and printed newspaper) to online newspaper. However, the consumption of online newspaper is contingent to certain motivating factors. Limited studies have investigated the factors affecting the consumption of news on online platforms, particularly by young adults. Further, these factors have not been exhaustively studied especially from the perspective of a developing economy like Pakistan. By applying the Uses and Gratification Theory (U&G), this study explores the influence of Information Motivation (IM), Entertainment Motivation (EM), Social Utility Motivation (SUM), Personal Utility Motivation (PUM) and Escapism Motivation (ECM) on Online Newspaper Consumption (ONC) in Pakistan. Additionally, this study examines the moderating role of gender between IM, EM, SUM, PUM and ECM factors on ONC in Pakistan. Using cross-sectional design, a survey was conducted on 533 university students from three public universities in Sindh province, Pakistan. Questionnaires were used to collect data which was later analysed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA). Results revealed that four hypothesized direct relationships between IM, EM, SUM and ECM with ONC in this study were supported, whereas the relationship between PUM and ONC was not supported. Also, gender did not moderate the relationship between IM, EM, SUM, PUM, and ECM with ONC. Furthermore, in terms of online newspaper consumption, there was no significant difference found between male and female. Generally, these findings suggest that IM, EM, SUM, and ECM are likely to enhance ONC among university students. In addition, gender is not a significant moderator for these relationships. Consequently, this study has contributed in modeling the relationship between U&G theory and online newspaper consumption. Hence, empirical findings of this study add to the body of knowledge on consumers‟ motivation factors and online newspaper consumption.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Ramzan, Muhammad
author_facet	Ramzan, Muhammad
author_sort	Ramzan, Muhammad
title	Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
title_short	Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
title_full	Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
title_fullStr	Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
title_full_unstemmed	Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan
title_sort	consumers' motivation as the gratification sought of online newspaper consumption among university's students in sindh province of pakistan
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2019
url	https://etd.uum.edu.my/9093/1/s95669_01.pdf https://etd.uum.edu.my/9093/2/s95669_02.pdf https://etd.uum.edu.my/9093/3/s95669_references.docx
_version_	1747828525945061376

Consumers' motivation as the gratification sought of online newspaper consumption among University's students in Sindh Province of Pakistan

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