The Influence of Technology, Content, News Credibility and Brand Trust on Readers’ News Consumption Behavior
Hazliza Haron
Arshad Ayub Graduate Business School, Universiti Teknologi MARA
Ahmad Zawawi Ghazali
IDMS Technologies Sdn Bhd
Fazlan Fahme Puzi
Tentera Laut Diraja Malaysia
Abstract
The newspaper industry has been going through massive changes. This is partly due to the technological advances as well as changes in the news consumption pattern of readers. This study examines Malaysians’ news consumption behavior of Malaysian newspapers. It is a quantitative research design that adopts convenience sampling via online survey. A total of 322 samples were collected and data was analyzed using SPSS. The results reveal that a large majority of the respondents read online news rather than printed ones. Even more alarming is the finding that there is a small fraction of Malaysians who seldom or never read news at all. The results also show that technology, content, and brand trust are significant predictors of Malaysians’ news consumption whereas news credibility is not.
Keywords: News consumption behavior, Online news reading, Technology, News credibility, brand trust
