Cover Image

Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications

Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favourite channels. Based on the theory of use and satisfaction, audiences are no longer considered passive. Audiences or viewers are now active and selective where the power to c...

Full description

Saved in:
Bibliographic Details
Main Authors: Hashim, Norliana, Bolong, Jusang, Razak, Muhammad Nur Fitri
Format: Article
Published: Human Resource Management Academic Research Society 2021
Online Access:http://psasir.upm.edu.my/id/eprint/93546/
http://hrmars.com/index.php/pages/detail/IJARBSS
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.93546
record_format eprints
spelling my.upm.eprints.935462023-01-13T03:33:49Z http://psasir.upm.edu.my/id/eprint/93546/ Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications Hashim, Norliana Bolong, Jusang Razak, Muhammad Nur Fitri Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favourite channels. Based on the theory of use and satisfaction, audiences are no longer considered passive. Audiences or viewers are now active and selective where the power to choose the media is in the hands of the audience itself. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate the audience’s or viewer’s seeked satisfaction factors through watching the environment and intention portal TV mediated by its usage frequency and types of program. Drawing from viewing patterns and audience literature, relevant uses and gratifications for TV programs chosen were cognitive, emotional, personal, social, and self-expression. Discrete choice modeling (DCM) was adapted for the observed variables of predictors of the Partial Least Squares – Structural Equation Modeling (PLS – SEM) in this study. 500 respondents were participated in this study from Bandar Baru Bangi, Malaysia as the location. Cognitive and emotional needs are the most sought gratifications by the respondents when utilizing the portal TV. These two needs are influenced the discrete choice of elements of the viewers. Thus, this indicates that the Theory of Uses and Gratifications does highlighting the needs sought by the viewers. Human Resource Management Academic Research Society 2021-08-27 Article PeerReviewed Hashim, Norliana and Bolong, Jusang and Razak, Muhammad Nur Fitri (2021) Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications. International Journal of Academic Research in Business and Social Sciences, 11 (8). 1867 - 1889. ISSN 2222-6990 http://hrmars.com/index.php/pages/detail/IJARBSS 10.6007/IJARBSS/v11-i8/10689
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favourite channels. Based on the theory of use and satisfaction, audiences are no longer considered passive. Audiences or viewers are now active and selective where the power to choose the media is in the hands of the audience itself. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate the audience’s or viewer’s seeked satisfaction factors through watching the environment and intention portal TV mediated by its usage frequency and types of program. Drawing from viewing patterns and audience literature, relevant uses and gratifications for TV programs chosen were cognitive, emotional, personal, social, and self-expression. Discrete choice modeling (DCM) was adapted for the observed variables of predictors of the Partial Least Squares – Structural Equation Modeling (PLS – SEM) in this study. 500 respondents were participated in this study from Bandar Baru Bangi, Malaysia as the location. Cognitive and emotional needs are the most sought gratifications by the respondents when utilizing the portal TV. These two needs are influenced the discrete choice of elements of the viewers. Thus, this indicates that the Theory of Uses and Gratifications does highlighting the needs sought by the viewers.
format Article
author Hashim, Norliana
Bolong, Jusang
Razak, Muhammad Nur Fitri
spellingShingle Hashim, Norliana
Bolong, Jusang
Razak, Muhammad Nur Fitri
Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
author_facet Hashim, Norliana
Bolong, Jusang
Razak, Muhammad Nur Fitri
author_sort Hashim, Norliana
title Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
title_short Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
title_full Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
title_fullStr Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
title_full_unstemmed Viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
title_sort viewers’ choice: discrete choice elements of viewer’s in portal television usage and preferred types of programs watched frequency in achieving gratifications
publisher Human Resource Management Academic Research Society
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/93546/
http://hrmars.com/index.php/pages/detail/IJARBSS
_version_ 1755873903919497216
score 13.211869

Similar Items