Relationship between Media Literacy and Customer’s Purchase Intention (Case Study: Modiran Vehicle Manufacturing Company)
Vahid Biktashi, Sanjar Salajegheh
This research was carried out with the aim of investigating the relationship between media literacy and customer’s purchase intention (Case Study: Modiran Vehicle Manufacturing Company). This was a descriptive-correlational study and the statistical population composed of all customers of Modiran Vehicle Manufacturing Company in Kerman city (N = 11132). According to the Cochran formula, the sample size (N =384) was selected using convenient sampling. To collect data, two questionnaires including information literacy with a validity of 0.95%, reliability of 0.87%, and purchasing intention questionnaire with a validity of 93.0% and reliability of 785%, were used. Data were analyzed using SPSS software (version 20) and descriptive and inferential statistics such as mean, standard deviation, Pearson-Spearman correlation coefficient, multivariate regression and independent T were used. In addition, AMOSS and PLS software were used to examine the relationship of variables from the structural equations modeling. The results of the research indicated that there is a significant relationship between literacy media and customer purchasing intention. Also, there is a relationship between the media diet, message features, message critique with the customer’s purchases intention. The results obtained from structural equation modeling showed that media literacy has a meaningful relationship with the customer's intention to buy in accordance with the conceptual model and the conceptual model has an acceptable fit.