Journal Screenshot

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Malay and Non-Malay Working Adults: Multigroup-Analysis on the Differences of Influence Between the Frequent Watched Programs on Portal Tv and Satisfaction on Gratification Needs

Norliana Hashim, Muhammad Nur Fitri Razak, Sun Huiwen

http://dx.doi.org/10.6007/IJARBSS/v11-i8/10607

Open access

Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favorite channels. There is a remarkable shortage of research on audiences that are now active and selective where the power to choose the media is in the hands of the audience itself. However the current situation sees only certain channels occupying the hearts of viewers; only certain channels have the highest ratings, but they show significant differences. To address this gap, this study was conducted in which we tested the Influence of viewing patterns, viewer decision-making on the frequency of TV channel selection in broadcasting organizations of traditional television and portal television in Malaysia. In this survey, 500 participants of various backgrounds from the area around Bandar Baru Bangi were involved. The result is mainly to illustrates the significance of this study enhances the impact of the boom of the media industry. Limitations and practical implications are provided.

Abu-Alhaija, A. S., Raja Yusof, R. N., Hashim, H., & Jaharuddin, N. (2019). The influence of religious orientation on viewers’ loyalty towards satellite TV channels: The case of Muslim viewers. Journal of Islamic Marketing, 10(4), 1196–1218.
Alpert, M. I., & Rust, R. T. (1984). An Audience Flow Model of Television Viewing Choice. In Marketing Science, 3(2), 113–124.
Andersen, K., Skovsgaard, M., & Pedersen, R. T. (2019). The X Factor of opportunity structures: How grab and wrap effects of entertainment create inadvertent news audience in a high-choice media environment. European Journal of Communication, 34(5), 535–551.
Andrade, L. H. de, Antunes, J. J. M., & Wanke, P. (2020). Performance of TV programs: a robust MCDM approach. Benchmarking, 27(3), 1188–1209.
Audiences, W. T. (2000). Watching Television Audiences?: Cultural Theories and Methods. Watching Television Audiences?: Cultural Theories and Methods, London: Arnold
Badarudin, N. B. (1997). Programming Content in Malaysian Television. Media Asia, 24(3), 146–149.
Bagdasarov, Z., Greene, K., Banerjee, S. C., Krcmar, M., Yanovitzky, I., & Ruginyte, D. (2010). I am what i watch: Voyeurism, sensation seeking, and television viewing patterns. Journal of Broadcasting and Electronic Media, 54(2), 299–315.
Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail & Distribution Management, 31(2), 95–106.
Balc?, ?., & Ayhan, B. (2015). Patterns of television viewing behavior in Kyrgyzstan: A perspective of uses and gratifications. Bilig, 75(75), 275–312.
Barwise, P., & Ehrenberg, A. (2014). Television and its Audience. Television and Its Audience.
Bayo-Moriones, A., Etayo, C., & Sánchez-Tabernero, A. (2015). Political orientation and perceived quality of television channels. Journal of Service Theory and Practice, 25(6), 813–835.
Bielby, W. T., & Bielby, D. D. (1994). “All Hits Are Flukes”: Institutionalized Decision Making and the Rhetoric of Network Prime-Time Program Development. American Journal of Sociology, 99(5), 1287–1313.
Bondad-Brown, B. A., Rice, R. E., & Pearce, K. E. (2012). Influences on TV Viewing and Online User-shared Video Use: Demographics, Generations, Contextual Age, Media Use, Motivations, and Audience Activity. Journal of Broadcasting and Electronic Media, 56(4), 471–493.
Bourdon, J., & Ribke, N. (2016). Ratings, the state and globalization: the politics of television audience measurement in Israel. Media, Culture and Society, 38(2), 159–174.
Brooks, D. E., & Hébert, L. P. (2006). Gender, race, and media representation. The SAGE Handbook of Gender and Communication, Sage Publications , Inc.
Buckingham, D. (2007). A Special Audience? Children and Television. A Companion to Television, 468–486.
Bunker, D., & Bryson, J. (2016). Gender and the media: Investigating audience opinions on TV, radio and the Internet. International Journal of Market Research, 58(3), 355–380.
Condit, C. M. (1989). The rhetorical limits of polysemy. Critical Studies in Mass Communication, 6(2), 103–122.
Cooper, R. (2018). The Marketplace of Attention: How Audiences Take Shape in the Digital Age. Journal of Broadcasting & Electronic Media, 62(1), 183–185.
Daalmans, S., Kleemans, M., & Sadza, A. (2017). Gender Representation on Gender-Targeted Television Channels: A Comparison of Female- and Male-Targeted TV Channels in the Netherlands. Sex Roles, 77(5–6), 366–378.
Debate, F., & Decision, V. (2009). Media Effects from Debate Effects?: Presentation Mode of Televised, J&MC Quarterly, 86(2), 383-400,
Desa, K., & Lawang, B. (2009). Korean Wave and Malaysian Young Adults: Attitudes, Intention and Behaviour. Gender & Behaviour, 17(1-2), 1–19.
Evans, W. P., Fitzgerald, C., Weigel, D., & Chvilivek, S. (1999).Televison Structures and Adolescent Viewing Pattern: A Sweidish -American Comparison. European Jounal of Communication. 6(1991), 417-440.
Falero, S. M. (2016). Digital participatory culture and the TV audience. DOI 10.1057/978-1-137-50000-7
February, B., Far, T., Economic, E., Raman, G., & Lent, J. A. (1976). John A . Lent True (?) confessions — TV in Malaysia. 7(2), 9-18.
Ferguson, D. A., & Perse, E. M. (2004). Audience Satisfaction Among Tivo and Replaytv Users. Journal of Interactive Advertising, 4(2), 1–8.
Fikkers, K. M., & Piotrowski, J. T. (2020). Content and person effects in media research: Studying differences in cognitive, emotional, and arousal responses to media content. Media Psychology, 23(4), 493–520.
Greene, H., & Yao, D. A. (2016). Navigating natural monopolies: Market strategy and nonmarket challenges in radio and television audience measurement markets. Advances in Strategic Management, 34, 367–411.
Halford, J. (1996). Sensation seeking , television viewing motives , and home television viewing patterns Notes and Shorter Communications. Science, 21(6), 1081–1084.
HEETER, C. (1985). Program Selection With Abundance of Choice. Human Communication Research, 12(1), 126–152.
Hill, A. (2007). Reality TV: Performance, Authenticity, and Television Audiences. A Companion to Television, 449–467.
Islam, M. M. (2018). Television Viewing Patterns and Program Choices of Rural and Urban Audiences. Society & Change, XII(2), 7–22.
Ivala, E. (2007). Television audience research revisited: Early television audience research and the more recent developments in television audience research. Communicatio, 33(1), 26–41.
Jardine, B., Romaniuk, J., Dawes, J. G., & Beal, V. (2016). Retaining the primetime television audience. European Journal of Marketing, 50(7–8), 1290–1307.
Jennes, I., & Van den Broeck, W. (2014). Digital TV innovations: Industry and user perspective. Info, 16(6), 48–59.
Journal, S., Winter, N., Taylor, P., Tavakoli, M., & Cave, M. (2016). Taylor & Francis, Ltd. 25(4), 71–86.
Karthigesu, K. (1990). Television in Malaysia: An Examination of Policy Formulation. Media Asia, 17(3), 131–136.
Kim, J., Merrill, K., & Yang, H. (2019). Why we make the choices we do: Social TV viewing experiences and the mediating role of social presence. Telematics and Informatics, 45(September), 101281.
Kim, W. L. (2001). Media and democracy in Malaysia. Javnost, 8(2), 67–88.
Abd Halim, N., & Rosidi, I. (2012). Television, Youth Identity and Value Socialisation: A Study Among Students in Pekanbaru, Riau, Indonesia. Media Asia, 39(1), 46–60.
Rodríguez, C. G., Prado Román, C., & Zúñiga-Vicente, J. Á. (2019). The relationship between identification and loyalty in a public university: Are there differences between (the perceptions) professors and graduates? European Research on Management and Business Economics, 25(3), 122–128.
Cheah, J. H., Thurasamy, R., Memon, M. A., Chuah, F., & Ting, H. (2020). Multigroup analysis using smartpls: Step-by-step guidelines for business research. Asian Journal of Business Research, 10(3), I–XIX.
Ghazali, E. M., Mutum, D. S., & Woon, M. Y. (2019). Multiple sequential mediation in an extended uses and gratifications model of augmented reality game Pokémon Go. Internet Research, 29(3), 504–528.
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142.
Kurek, A., Jose, P. E., & Stuart, J. (2017). Discovering unique profiles of adolescent information and communication technology (ICT) use: Are ICT use preferences associated with identity and behaviour development? Cyberpsychology, 11(4), Article 3.
LaRose, R., & Atkin, D. (1988). Satisfaction, Demographic, and Media Environment Predictors of Cable Subscription. Journal of Broadcasting & Electronic Media, 32(4), 403–413.
Leung, L., & Chen, C. (2017). Extending the theory of planned behavior: A study of lifestyles, contextual factors, mobile viewing habits, TV content interest, and intention to adopt mobile TV. Telematics and Informatics, 34(8), 1638-1649.
Lim, C. M., & Kim, Y. K. (2017). Older consumers’ TV shopping: emotions and satisfaction. International Journal of Retail and Distribution Management, 45(3), 292–307.
Lin, C. A. (2018). An Inspiring Year in Audience, Media, and Digital Technology Research. Journal of Broadcasting and Electronic Media, 62(4), 547–553.
LIN, C. A. (1993). Modeling the Gratification?Seeking Process of Television Viewing. Human Communication Research, 20(2), 224–244.
Luce, M. F. (2015). The Wiley Blackwell Handbook of Judgment and Decision Making, UK; John Wiley &Son, Ltd.
Madahi, A., Sukati, I., Mazhari, M. Y., & Rashid, W. N. (2012). Consumer decision making styles amongst young generation in Malaysia. European Journal of Social Sciences, 30(2), 263–275.
Maio, G. R., & Esses, V. M. (2001). The need for affect: Individual differences in the motivation to approach or avoid emotions. Journal of Personality, 69(4), 583–614.
Maity, M., & Dass, M. (2014). Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61(1), 34–46.
Maxwell, R. (2000). Picturing the Audience. Television & New Media, 1(2), 135–157.
McDonald, D. G. (1990). Media Orientation and Television News Viewing. Journalism Quarterly, 67(1), 11–20.
McDowell, W., & Sutherland, J. (2000). Choice versus chance: Using brand equity theory to explore TV audience lead-in effects, a case study. Journal of Media Economics, 13(4), 233–247.
Medina, M., Herrero, M., Urgellés, A., & Herrero, M. (2017). The Battle for Audiences. Current and Emerging Issues in the Audiovisual Industry, 65–76.
Meyersohn, R. B. (1957). What we know about audiences?. Journal of Broadcasting, 1(3), 220–231.
Mohamed, S. (2020). New Media , Cultural Imperialism and the Malay Muslim Society in Malaysia. Journal of Islamic, Social, Economics and Development (JISED), 5 (29),19-33.
Molteni, L., & Ponce De Leon, J. (2016). Forecasting with twitter data: An application to USA TV series audience. International Journal of Design and Nature and Ecodynamics, 11(3), 220–229.
Morley, D. (2003). Television, audiences and cultural studies (1st edition ), London ; New York : Routledge Routledge.
Nain, Z. (1996). Rhetoric and realities Malaysian television policy in an era of globalization. Asian Journal of Communication, 6(1), 43–64.
Norwood, B. (2011). Happiness: A Revolution in Economics, London: The MIT Press.
Onah, J. O., & Anyanwu, A. V. (1988). Viewer preference for TV stations and programmes: a pilot study. Africa Media Review, 2(3), 1–18.
Panova, E., Raikov, A., & Smirnova, O. (2015). Cognitive Television Viewer Rating. In Procedia Computer Science , 66. 328–335.
Peruško, Z., Vozab, D., & ?uvalo, A. (2015). Digital mediascapes, institutional frameworks, and audience practices across Europe. International Journal of Communication, 9(1), 342–364.
Ponnan, R., & Ali, M. N. S. (2015). SOCIAL MEDIA ISSUES EMBEDDED IN BROADCASTING: MALAYSIAN EXPERIENCE Ramachandran Ponnan & Mohd. Nor Shahizan Ali. Journal of Social Sciences and Humanities, 10(1), 29–43.
Publications, S. (2010). Television ’ s Visual Impact on Decision- making in the USA , 1968?: The Tet Offensive and Chicago ’ s Democratic National Convention. Journal Of Contemporary History, 33(3), 419–449.
Ramasubramanian, S. (2010). Television viewing, racial attitudes, and policy preferences: Exploring the role of social identity and intergroup emotions in influencing support for affirmative action. Communication Monographs, 77(1), 102–120.
Rodríguez, C., Pérez, L., Puente, V., & Rodríguez, P. (2012). The determinants of television audience for professional cycling: The case of spain. Journal of Sports Economics, 16(1), 26–58.
Rosenstein, A. W., & Grant, A. E. (1997). Reconceptualizing the role of habit: A new model of television audience activity. Journal of Broadcasting & Electronic Media, 41(3), 324–344.
Ross, Karen, Nightingale, & Virginia. (2003). Media And Audiences: New Perspectives.
Rubin, A. M. (1977). Television usage, attitudes and viewing behaviors of children and adolescents. Journal of Broadcasting, 21(3), 355–369.
Rubin, A. M. (1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27(1), 37–51.
Saarni, C., Campos, J. J., Camras, L. A., & Witherington, D. (1993). Key Concepts in Communication and Culture Studies, (2nd ed.), London.: Taylor Francis Group.
Schooler, D., & Trinh, S. (2011). Longitudinal associations between television viewing patterns and adolescent body satisfaction. Body Image, 8(1), 34–42.
Schreiber, E. S. (1979). The effects of sex and age on the perceptions of TV characters: An inter?age comparison. Journal of Broadcasting, 23(1), 81–93.
Segijn, C. M., Araujo, T., Voorveld, H. A. M., & Smit, E. G. (2020). Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break. Journal of Broadcasting and Electronic Media, 64(1), 41–61.
Selva, D. (2016). Social Television: Audience and Political Engagement. Television and New Media, 17(2), 159–173.
Shachar, R., & Emerson, J. W. (2000). Cast demographics, unobserved segments, and heterogeneous switching costs in a television viewing choice model. Journal of Marketing Research, 37(2), 173–186.
Shim, S. (1996). Adolescent consumer decision-making styles: The consumer socialization perspective. Psychology and Marketing, 13(6), 547–569.
Shim, S., & Koh, A. (1997). Profiling adolescent consumer decision-making styles: Effects of socialization agents and social-structural variables. Clothing and Textiles Research Journal, 15(1), 50–59.
Simcock, P., Sudbury, L., & Wright, G. (2006). Age, Perceived Risk and Satisfaction in Consumer Decision Making: A Review and Extension. Journal of Marketing Management, 22(3–4), 355–377.
Smith, D. C. (1961). The selectors of television programs. Journal of Broadcasting, 6(1), 35–44.
Solgaard, H. S. (1984). A model of audience choice of local TV news program. International Journal of Research in Marketing, 1(2), 141–151.
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14.
Sugiyama, T., Healy, G. N., Dunstan, D. W., Salmon, J., & Owen, N. (2008). Is television viewing time a marker of a broader pattern of sedentary behavior? Annals of Behavioral Medicine, 35(2), 245–250.
Sun, T. (2009). Parental mediation of children’s TV viewing in China: An urban-rural comparison. Young Consumers, 10(3), 188–198.
Sussman, S., & Moran, M. B. (2013). Hidden addiction: Television. Journal of Behavioral Addictions, 2(3), 125–132.
Tavakoli, M., & Cave, M. (1996). Modelling television viewing patterns. Journal of Advertising, 25(4), 71–86.
Tefertiller, A., & Sheehan, K. (2019). TV in the Streaming Age: Motivations, Behaviors, and Satisfaction of Post-Network Television. Journal of Broadcasting and Electronic Media, 63(4), 595–616.
Ugalde, L., Martínez-de-Morentin, J. I., & Medrano, M. C. (2017). Adolescents’ Tv viewing patterns in the digital era: A cross-cultural study. Comunicar, 25(50), 67–75.
Vorderer, P. (1993). Audience involvement and program loyalty. Poetics, 22(1–2), 89–98.
Walsh, G., Mitchell, V. W., & Hennig-Thurau, T. (2001). German consumer decision-making styles. Journal of Consumer Affairs, 35(1), 73–95.
Webster, J. G. (1985). Program Audience Duplication: A Study of Television Inheritance Effects. Journal of Broadcasting & Electronic Media, 29(2), 121–133.
Willman-Iivarinen, H. (2017). The future of consumer decision making. European Journal of Futures Research, 5(14), 1-12.
Woodford, D., Goldsmith, B., & Bruns, A. (2015). Social Media Audience Metrics as a New Form of TV Audience Measurement. Produsing Theory in a Digital World 2.0: The Intersection of Audiences and Production in Contemporary Theory, 2, 141–158.
Yuan, E., & Ksiazek, T. (2015). A Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United States. Mass Communication and Society, 18(1), 58–78.
Zailani, S. (2015). Designing to engage a television audience: how are different media used in TV ident creation? The Eletronic Library, 34(1), 1–5.

In-Text Citation: (Hashim et al., 2021)
To Cite this Article: Hashim, N., Razak, M. N. F., & Huiwen, S. (2021). Malay and Non-Malay Working Adults: Multigroup-Analysis on the Differences of Influence Between the Frequent Watched Programs on Portal Tv and Satisfaction on Gratification Needs. International Journal of Academic Research in Business and Social Sciences, 11(8), 1852–1866.