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Title: Factors affecting millennials' intentions to consume local and foreign media in Singapore
Authors: Lee, Daphne
Lee, Jolene
Liaw, Ee Jin
Keywords: DRNTU::Social sciences::Mass media::Media studies
Issue Date: 2018
Abstract: 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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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