Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior
Based on the cultivation theory and the theory of planned behavior, this study determined how people’s perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with...
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-07-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/8/621 |
| _version_ | 1797585433986596864 |
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| author | Chi-Horng Liao |
| author_facet | Chi-Horng Liao |
| author_sort | Chi-Horng Liao |
| collection | DOAJ |
| description | Based on the cultivation theory and the theory of planned behavior, this study determined how people’s perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with access to mass media in Taiwan, which were analyzed using SEM. The results revealed that media exposure, credibility, and social influence were critical factors that influenced individuals’ perceptions of mass media news, with media exposure having a more significant influence. Surprisingly, the findings demonstrated that perception was negatively related to attitudes, inconsistent with the proposed hypothesis. Thus, perceptions and attitudes were positively associated with altruistic behavior, and attitude was found to mediate the relationship between perceptions about mass media news and altruistic behavior. The study also provides important implications for theory and practice, especially in mass media entities, in developing and adopting practices that promote trust among the audience by encouraging altruistic behaviors through news coverage of various issues. |
| first_indexed | 2024-03-11T00:07:09Z |
| format | Article |
| id | doaj.art-1980fa5fcf4a425dbfa6abc73e7137c6 |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T00:07:09Z |
| publishDate | 2023-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-1980fa5fcf4a425dbfa6abc73e7137c62023-11-19T00:16:13ZengMDPI AGBehavioral Sciences2076-328X2023-07-0113862110.3390/bs13080621Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic BehaviorChi-Horng Liao0Department of Communication Studies, Tzu Chi University, Hualien 97004, TaiwanBased on the cultivation theory and the theory of planned behavior, this study determined how people’s perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with access to mass media in Taiwan, which were analyzed using SEM. The results revealed that media exposure, credibility, and social influence were critical factors that influenced individuals’ perceptions of mass media news, with media exposure having a more significant influence. Surprisingly, the findings demonstrated that perception was negatively related to attitudes, inconsistent with the proposed hypothesis. Thus, perceptions and attitudes were positively associated with altruistic behavior, and attitude was found to mediate the relationship between perceptions about mass media news and altruistic behavior. The study also provides important implications for theory and practice, especially in mass media entities, in developing and adopting practices that promote trust among the audience by encouraging altruistic behaviors through news coverage of various issues.https://www.mdpi.com/2076-328X/13/8/621mass media exposureperceptionaltruistic behaviorscredibilitysocial influencethe theory of planned behavior (TPB) |
| spellingShingle | Chi-Horng Liao Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior Behavioral Sciences mass media exposure perception altruistic behaviors credibility social influence the theory of planned behavior (TPB) |
| title | Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior |
| title_full | Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior |
| title_fullStr | Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior |
| title_full_unstemmed | Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior |
| title_short | Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior |
| title_sort | exploring the influence of public perception of mass media usage and attitudes towards mass media news on altruistic behavior |
| topic | mass media exposure perception altruistic behaviors credibility social influence the theory of planned behavior (TPB) |
| url | https://www.mdpi.com/2076-328X/13/8/621 |
| work_keys_str_mv | AT chihorngliao exploringtheinfluenceofpublicperceptionofmassmediausageandattitudestowardsmassmedianewsonaltruisticbehavior |