Abstract
Previous studies on consumer expenditures on media
especially focus on the relationship between consumer expenditures on
media and Gross National Income (GNI) based on the Principle of
Relative Constancy (PRC) from macroeconomic aspect. Researches on
consumer expenditures on media from macroeconomic aspect
contribute to the understanding of media structure and development of
media industry but it is not applicable to microeconomic aspect since it
would lead to the ecological fallacy. In order to understand consumers’
expenditures on different media products, this study attempts to
examine how the income of the audience, time spent on media and
attitude influence consumers’ expenditures on media. This study
reveals that income variable is positively correlated to consumer
consumption on newspapers and internet but not magazines and
television once other variables are controlled. The study also explores
the significance of different media products with reference to their
economic characteristics.
Fan-Bin Zeng. (2014) Exploring factors affecting consumer expenditures on media, Journal of Media Studies, Volume 29, Issue 2.
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