Does Perceived Media Values Affect Customers' Trust in Media-based Brands?

Abstract

This study aimed to investigate the effect of the Perceived Media Value (PMV) on Trust in Media-based Brands (TMB). The study population consisted of all customers of Digikala's online store. The number of samples (n = 384) chosen through a random sampling process was obtained using Cochran's sample size formula. The data were collected using the PMV scale. The questionnaire reliability was confirmed by applying Cronbach's alpha. Structural Equation Modeling (SEM) was utilized in the data analysis with the help of AMOS and SPSS software. The PMV and its components (including information, entertainment, networking, and social status value) significantly positively affected TMB. In addition, social status, networking, information, and entertainment value had the strongest relationships with TMB, respectively.