A Path Analysis of Factors Influencing Media Exposure Behavior in Digital Age
Keywords:
Digital age audience, Media exposure, Influencing factors, Path analysisAbstract
This study investigates 1) the factors influencing media exposure of audiences in digital age and 2) develops a causal relationship model. Quantitative research was used, with a sample of 4,060 Thai media receivers. Data analysis was conducted using path analysis within a structural equation modeling.
The findings revealed 1) media exposure behavior was influenced by three key factors and eight observed variables identified through a literature review. The media investment factor included daily media consumption time, weekly media engagement days, and monthly media expenditures. The attitude factor consisted of technology acceptance and perceived source credibility, while the knowledge factor comprised media literacy, digital literacy, and legal literacy. The measurement model for these factors demonstrated good fit with empirical data (Chi-square=0.003–0.088, df=1, p=0.766–0.985, GFI=0.936–0.999, AGFI=0.807–0.999, RMSEA=0.000–0.026). 2) The causal relationship model for the factors influencing media exposure also showed good fit (Chi-square=22.220, df=16, p=0.136, GFI=0.999, AGFI=0.996, RMSEA=0.010). This model explained 34.4% of the variance in audience media exposure behavior. Interestingly, the attitude factor (0.772), media investment factor (-0.265), and knowledge factor (-0.137) directly influenced media exposure, with attitude having the strongest positive influence.
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