CONSUMERS’ MOTIVATION AS THE GRATIFICATION SOUGHT OF ONLINE NEWSPAPER CONSUMPTION AMONG

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CONSUMERS’ MOTIVATION AS THE GRATIFICATION SOUGHT OF ONLINE NEWSPAPER CONSUMPTION AMONG

UNIVERSITY’S STUDENTS IN SINDH PROVINCE OF PAKISTAN

MUHAMMAD RAMZAN

DOCTOR OF PHILOSOPHY UNIVERSITI UTARA MALAYSIA

2019

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Permission to Use

In presenting this thesis in fulfilment of the requirements for a postgraduate degree from Universiti Utara Malaysia, I agree that the Universiti Library may make it freely available for inspection. I further agree that permission for the copying of this thesis in any manner, in whole or in part, for scholarly purpose may be granted by my supervisor(s) or, in their absence, by the Dean of Awang Had Salleh Graduate School of Arts and Sciences. It is understood that any copying or publication or use of this thesis or parts thereof for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to Universiti Utara Malaysia for any scholarly use which may be made of any material from my thesis.

Requests for permission to copy or to make other use of materials in this thesis, in whole or in part, should be addressed to:

Dean of Awang Had Salleh Graduate School of Arts and Sciences UUM College of Arts and Sciences

Universiti Utara Malaysia 06010 UUM Sintok

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Abstrak

Tidak diragui lagi bahawa penyebaran teknologi Internet di negara membangun seperti Pakistan telah meningkatkan akses terhadap maklumat, produksi berita dan penggunaan berita. Oleh itu, terdapat perubahan besar dalam penggunaan berita daripada media konvensional (radio, televisyen dan akhbar bercetak) kepada akhbar dalam talian. Walau bagaimanapun, penggunaan akhbar dalam talian adalah bergantung kepada faktor motivasi tertentu. Kajian terhadap faktor yang mempengaruhi penggunaan berita dalam talian, terutamanya oleh golongan muda adalah agak terhad. Lanjutan dari itu, kesemua faktor ini tidak dikaji secara mendalam terutamanya daripada perspektif ekonomi membangun seperti Pakistan.

Di samping itu, kajian ini juga mengkaji peranan penyederhanaan jantina antara faktor IM, EM, SUM, PUM dan ECM terhadap ONC di Pakistan. Dengan menggunakan reka bentuk silang, tinjauan telah dijalankan ke atas 533 pelajar universiti daripada tiga universiti awam di wilayah Sindh, Pakistan. Borang soal selidik digunakan untuk mengumpul data yang kemudian dianalisis dengan menggunakan Partial Least Squares-Structural Equation Modelling (PLS-SEM) dan Partial Least Squares-Multi Group Analysis (PLS-MGA). Dapatan menunjukkan empat hubungan langsung yang dihipotesiskan antara IM, EM, SUM dan ECM dengan ONC dalam kajian ini disokong, sebaliknya hubungan antara PUM dan ONC tidak disokong. Begitu juga jantina tidak menyederhanakan hubungan antara IM, EM, SUM, PUM, ECM dengan ONC. Selain itu, untuk perbezaan jantina dari segi penggunaan akhbar dalam talian, tidak terdapat perbezaan yang signifikan ditemui antara lelaki dan perempuan. Secara umumnya, dapatan ini menunjukkan IM, EM, SUM, dan ECM mungkin meningkatkan ONC dalam kalangan pelajar universiti. Di samping itu, jantina bukan penyederhana penting untuk hubungan ini.

Seterusnya, kajian ini telah menyumbang dalam pemodelan hubungan antara teori U&G dan penggunaan akhbar dalam talian. Oleh itu, penemuan empirikal kajian ini menambah kepada pengetahuan tentang faktor motivasi pengguna dan penggunaan akhbar dalam talian.

Kata kunci: Penggunaam akhbar dalam talian, Partial Least Squares (PLS), Motivasi pengguna, Jantina, Pakistan.

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Abstract

It is no doubt that the prevalence of Internet technology in developing nations such as Pakistan has increased the access to information, news production and news consumption. As such, there has been a huge shift in trend of news consumption from conventional media (radio, television and printed newspaper) to online newspaper. However, the consumption of online newspaper is contingent to certain motivating factors. Limited studies have investigated the factors affecting the consumption of news on online platforms, particularly by young adults. Further, these factors have not been exhaustively studied especially from the perspective of a developing economy like Pakistan. By applying the Uses and Gratification Theory (U&G), this study explores the influence of Information Motivation (IM), Entertainment Motivation (EM), Social Utility Motivation (SUM), Personal Utility Motivation (PUM) and Escapism Motivation (ECM) on Online Newspaper Consumption (ONC) in Pakistan. Additionally, this study examines the moderating role of gender between IM, EM, SUM, PUM and ECM factors on ONC in Pakistan.

Using cross-sectional design, a survey was conducted on 533 university students from three public universities in Sindh province, Pakistan. Questionnaires were used to collect data which was later analysed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA). Results revealed that four hypothesized direct relationships between IM, EM, SUM and ECM with ONC in this study were supported, whereas the relationship between PUM and ONC was not supported. Also, gender did not moderate the relationship between IM, EM, SUM, PUM, and ECM with ONC.

Furthermore, in terms of online newspaper consumption, there was no significant difference found between male and female. Generally, these findings suggest that IM, EM, SUM, and ECM are likely to enhance ONC among university students. In addition, gender is not a significant moderator for these relationships. Consequently, this study has contributed in modeling the relationship between U&G theory and online newspaper consumption. Hence, empirical findings of this study add to the body of knowledge on consumers‟ motivation factors and online newspaper consumption.

Keywords: Online newspaper consumption, Partial Least Squares (PLS), Consumers‟ motivation, Gender, Pakistan.

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Acknowledgement

„„In the Name of Allah, Most beneficent, Most Merciful”

All praise is due to Allah (SWT), the Lord of the worlds who gave me the strength and courage to complete this big task. First of all, my foremost gratitude goes to Almighty Allah for His divine protection, blessings over me, and for giving me the strength, wisdom, understanding, and good health that I manage to complete this program. More importantly, I humbly beg for Allah‟s mercy, protection, support and continuous guidance throughout my life.

My sincere appreciation and thanks goes to my supervisors; Dr Norsiah binti Abdul Hamid and Dr. Awan binti Ismail for allowing me to benefit from their wealth of knowledge, guidance, constructive criticism, excellent supervision and to learn from their vast experiences. The support, guidance and counseling, time and encouragement you offered me throughout the PhD journey are priceless and great asset for me. I pray to Almighty Allah to continue protect your affairs and give you more knowledge, wisdom, success and happy life.

My appreciation also goes to the management of Universiti Utara Malaysia for providing me the research environment and facilities to carry out this study and also the University of Sindh, for giving me the opportunity for higher studies in Malaysia. My thanks goes to SMMTC faculty who always provided learning opportunities including; Dean, Dr Arrifin, Dr. Nik bin Abdul Rahman, Dr Mohd Khairie Bin Ahmad, Dr Rosli Mohammed, Dr Norizah, Prof, Dr. Che Su Mustafa, and Dr Bahtiar, Dr Andrain Budiman other staff of SMMTC for their encouragement and guidance. Especially to my reviewers during my proposal defense; Dr. Mohd Sobhi and Dr. Hazral, your observations and suggestions really helped in improving my work. My thanks goes to Prof Dr. Che Su Mustafa, for her motherly behaviour and always soft in nature and welcoming.

My special note of thanks goes to my parents Fakir Muhammad and Zuhra. I am forever indebted for their love, prayers and supports. Most especially my mother, who has been longing to see her children (Brother Raza Muhammad and Myself),.

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Therefore, I pray to Allah for my Baba and Ama to live long and to reap the fruits of their labors on us. I specially recognize the love and support of my siblings (Ghulam Mustafa, Noor Muhammad, Momal, Raza Muhammad and Allah Dini) and my nieces and nephews. Most importantly, my brother Raza Muhammad who always encourages me to become an educated and successful man. Furthermore, I am also thankful to my in laws; sister Shumaila, my mother in-law, and Humera, who travelled to Malaysia to take care of my son Abdul Rahman. I will never forget their love and support, May Allah continue to bless you all.

My lovely wife, Sumera, has also displayed immense love, care, kindness, patience and continuous encouragement during the PhD journey. Indeed it was not easy for her pursuing a PhD degree; at the same time successfully managing the home. At one hand, my wife kept the home “a place of love and peace” and at the other, she serves as my critique and push force to complete the work on time. Our lovely son, Abdul Rahman, who always welcome me with open arms and wide smile whenever he receive me at door, and says Bye Bye by waving his small and cute hands when I go for work, is the most precious gift from Allah to us. Abdul Rahman (I always called him Baba) has really helped me to reduce my work stress, other life challenges and also help me to relax and fell happy. I am deeply thankful to Allah for this great gift during my PhD journey that is a source of happiness and love. For that, I dedicate this Thesis to, my Mother; Zuhra, my brother; Raza Muhammad, my wife; Sumera, and my son; Abdul Rahman.

I thank my friends; Dr. Niaz Hussain Ghumro, Brother, Raji Ridwan for their encouragement and support these two friends I always find them very positive and sincere, they helped and guide me a lot in thesis writing and other phases of life.

Finally, I appreciate all my friends in UUM at large and colleagues at SMMTC. I must say I learn a lot from our friendship and discussions.

Muhammad Ramzan 3-09-19

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List of Tables

Table 2.1 Total Numbers of Print Publications by Language, 2002–2011 ... 27

Table 2.2 Top 10 Local Websites ... 37

Table 2.3 Facebook Newspaper Pages ... 38

Table 2.4 Twitter Newspaper Pages ... 38

Table 2.5 Empirical Findings of Studies Pertaining to Media Needs ... 75

Table 3.1 Proportionate Stratified Random Sampling of Subjects ... 99

Table 3.2 Gender proportionate representation from each university ... 100

Table 3.3 Proportionate Male and Female Sample Sizes across the Selected Universities ... 101

Table 3.4 Items Adapted for Information Motivation ... 103

Table 3.5 Items Adapted for Entertainment Motivation ... 104

Table 3.6 Items Adapted for Social Utility Motivation ... 105

Table 3.7 Items Adapted for Personal Utility Motivation ... 106

Table 3.8 Items Adapted for Escapism Motivation ... 107

Table 3.9 Items Adapted for Online Newspaper Consumption ... 108

Table 3.10 Demographic Profile of Expert Reviewers ... 110

Table 3.11 Results of Content Validity Results ... 112

Table 3.12 Reliability and Validity of Construct (n=138) ... 114

Table 3.13 Discriminant Validity ... 115

Table 3.14 Threshold Values for the Reflective Model ... 119

Table 3.15 Threshold Values for Structural Model ... 120

Table 4.1 Response Rate of the Questionnaires ... 124

Table 4.2 Results for Independent-Sample T-test for Non-Response Bias ... 126

Table 4.3 Demographic Distribution of Respondents by Age ... 127

Table 4.4 Demographic Distribution of Respondents by Gender ... 128

Table 4.5 Demographic Distribution of Respondents by Education Level ... 128

Table 4.6 Preferred Language of Online Newspaper Consumption ... 129

Table 4.7 Demographic Distribution of Respondents by Ethnicity ... 130

Table 4.8 Demographic Distribution of Respondents by University ... 130

Table 4.9 Demographic Distribution of Respondents by Faculty ... 131

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Table 4.10 Geographical Location of the Respondents ... 132

Table 4.11 Descriptive Statistics of the Latent Constructs ... 133

Table 4.12 Total and Percentage of Missing Values ... 134

Table 4.13 Correlation Matrix of the Exogenous Latent Constructs ... 138

Table 4.14 The Convergence and Reliability Analysis ... 143

Table 4.15 Latent Variable Correlations and the Square Root of AVE ... 145

Table 4.16 Cross Loadings ... 146

Table 4.17 Structural Model Assessment ... 149

Table 4.18 Variance Explained in the Endogenous Latent Variables ... 150

Table 4.19 Effect Sizes of the Latent Variable based on the Recommendation of Cohen (1988) ... 151

Table 4.20 Construct Cross Validated Redundancy ... 153

Table 4.21 Differences of Relationship on the Basis of Gender ... 154

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List of Figures

Figure 2.1. Total Circulations of Newspapers in Pakistan (Dawn Report, 2008) ... 28

Figure 2.2. English Newspaper Readerships in Pakistan (Dawn Report, 2008) ... 28

Figure 2.3. Online Newspaper Readership ... 35

Figure 2.4. Conceptual Framework ... 89

Figure 3.1. Research Design ... 95

Figure 3.2. The Output of a Priori Power Analysis ... Error! Bookmark not defined. Figure 4.1. Histogram and Normal Probability Plot ... 137

Figure 4.2. Q-Plot ... 138

Figure 4.3. A Two-Step Process of PLS Path Model Assessment (Henseler et al. 2009) ... 140

Figure 4.4. Structural Model Assessment ... 149

Figure 4.5. MGA Model for Respondents (Male) ... 156

Figure 4.6. MGA Model for Respondents (Female) ... 157

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List of Appendices

Appendix A (Questionnaire) ... 226 Appendix B (Content Validity Form) ... 235 Appendix C (CVI Results) ... 242

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List of Abbreviations

AVE Average Variance Extracted CMOs Cellular Mobile Operators CR Composite Reliability CVI Content Validity Index

CVIs Content Validity Index (Scale) ECM Escapism Motivation

EM Entertainment Motivation

ICT Information Communication Technology IM Information Motivation

KU Karachi University MGA Multi Group Analysis

NAA Newspaper Association of America ONC Online Newspaper Consumption PBS Pakistan Bureau Statistics PHP Pakistan Herald Publication PLS Partial Least Square

PTA Pakistan Telecommunication Authority

PTCL Pakistan Telecommunication Authority Limited PUM Personal Utility Motivation

R² R-Squared

SALU Shah Abdul Latif University SEM Structural Equation Model SNSs Social Networking Sites

SPSS Statistical Packages for Social Sciences SUM Social Utility Motivation

U&G Uses and Gratification Theory UoS University of Sindh

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CHAPTER ONE INTRODUCTION

1.1Background of the Study

The Internet is now considered a more significant means of communication compared to the traditional mass media (Antunovic, Parson & Cooke, 2016; Kim & Johnson, 2009;

Mitchelstein, Siles & Boczkowski, 2015). The growth of the Internet has brought scores of changes in the business models and processes of news production, news channels and news consumption (Flavian & Gurrea, 2009; Nguyen, 2008). In specifics, the Internet has arguably increased the frequency and continence of news consumption (Chyi & Lewis, 2009; Fletcher & Park, 2017; Taipale, 2013). Hence, with the increased proliferation of the Internet, the consumption of news has also increased through several digital platforms and technologies that are embedded in Internet technology. These digital platforms have increased the rate at which news contents reach the consumers and improved the interactions and engagements between news producers and news consumers (Flavian &

Gurrea, 2009; Fletcher & Park, 2017; Morrison, 2017; O‟Brien, Freund, & Westman, 2014; Lee, 2014).

In view of this development, previous scholars (Chyi & Huang, 2011; Chyi, Yang, Lewis,

& Zheng, 2010; Michelstein, Siles & Boczkowski, 2015; Yoo, 2011) have asserted that the conventional news production houses are adopting the modern and digital platforms in presenting news to their consumers. In other words, newspapers are becoming news websites, which are otherwise known as online newspapers. Arguably, the adoption of these new technologies is evoking a new dimension to the argument of motivational

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CONSUMERS’ MOTIVATION AS THE GRATIFICATION SOUGHT OF ONLINE NEWSPAPER CONSUMPTION AMONG