| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 100 === Chinese newspapers are constantly being confronted by stiff competition within the Malaysian market. Among Chinese newspapers alone, there are four - Sin Chew Daily, The China Press, Nanyang Siang Pau and Guang Ming Daily - all owned by Media Chinese International Limited. Although they belong under the same media group but the competition among publishers is no less intense in order to compete for their share of the market.
Therefore, the purpose of this research is to explore whether consumer behavior is an influencing factor towards consumer’s purchasing habits. This study has probed into significant areas which are believed to be the guiding principle behind purchasing behaviour among readers of the chinese newspapers. The assumption model used in this study applies basic theories such as the Theory of Planned Behavior (TPB) and the Decomposed Theory of Planned Behavior , and where the TPB model is predominantly used to analyze factors that influence users’ behaviorial intentions .
A sampling survey has been targetted at people residing in the southern part of Johor, adopting a questionnaire as the tool to acquiring primary data for this research. 300 questionnaires were distributed and 282 response was generated, thus achieving an effective return ratio of 94% . The data was analyzed using a 7-point Likert scale to provide findings in order to derive an assumption. The SPSS 20 software is used as the analytical tool to conduct the Descriptive Statistics Analysis, the Reliability Analysis , T-Test , the One Way Anova as well as the Regression Analysis.
The research results concluded that the Decomposed Theory of Planned Behavior can effectively explain factors that influence purchasing patterns among consumers of chinese newspapers, whilst Attitudes and Perceived Behavioral Control are the key areas affecting behaviorial intention. From the marketing perspective, as the study investigates the current trend of consumer behavior closely in an analytical and in-depth environment, it provides a valuable source of reference to media publishers towards understanding where they have fallen short in terms of consumer expectations. Then only can they work towards filling these gaps so as to remain sustainable in the onslaught of unyielding competition.
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