Factors Influencing the Behavioral Intention to Listen to IIUM.FM among Non-Listeners

Abstract

This study is part of a longitudinal study done on the audience reception of IIUM.FM, a campus radio the first study or phase 1 was done in 2011 and the second phase was done in 2016. This study specifically compares the non-listeners in Phase 1 (2011) and Phase 2 (2016) in terms of demographic characteristics, academic-related information and computer-related information. In addition, both internal and external factors that may intensify the listening to IIUM.FM are explored and so that the barriers and challenges facing the listeners are eliminated in the near future as IIUM.FM will remain as the only campus radio in IIUM. The same survey questionnaire is used in the data collection at both phases of the study. In addition to the comparison between both phases using t-test and ONEWAY ANOVA, a simple-multiple regression is conducted to determine the predictors of behavioral intention to listen to IIUM.FM. If the predictor is considered a barrier then it should be eliminated so that the listening habit of the students can be improved especially now that the radio can be listened to via multiple sources such as the app, webstream and social media. If the barriers are the reasons that prevent listening to IIUM.FM are removed, then there is a possibility that IIUM.FM are listened by many more students not only among IIUM students but also others worldwide. Contribution/ Originality:This study has contributed in the understanding of radio reception. However, it is small in scale and is targeted to a specific radio and audience. For a more in-depth understanding of radio listenership, future research should be conducted using the qualitative method such as in-depth interview with those who are involved in the planning, the programming, the broadcasting, gathering of information, conducting the program on air, and listeners. INTRODUCTION Campus RadioCampus radio is a type of radio station that is owned by colleges, universities or other educational institutions and most of them are run by students and faculty members. Most of the time, campus radio stations are used to train professional radio personnel, sometimes with the aim of broadcasting educational programming while other radio stations exist to provide an alternative to commercial broadcasting or government broadcasters. More specifically, many universities use their campus radio to train their broadcasting students. Campus radio offers an avenue for students to experience real-life broadcasting and audience management. It also allows the students to be more creative in developing their own unique content while being aware of the specific rules, laws and regulations

Health awareness determines the consumer purchase intention towards herbal products and risk as moderator

“…This is supported by the respondent's answer to the question "I use herbal medicine because it's useful (beneficial)," with the overall percentage of respondents who responded agreeing at 88.56% of total respondents. This is in line with Mohamed, (2004), whose study reported that the consumer's intention in choosing herbal products is influenced by several factors and the attitude towards treatment is the main determinant of the tendency of the consumer's intention to consume herbal products.…”

“…Ajzen (1991) stated that a person's behavior depends on the desire to behave. The tendency of intention to behavior is influenced by attitudes towards behavior, subjective norms, and perceived behavioral control (Mohamed, 2004). Perceived behavioral control indicates that perceptions of ease and difficulty motivate a person to perform a certain behavior.…”

“…Herbal products have experienced a rapid increase in their use in the health sector (Alkhateeb et al, 2006;Boullata & Nace, 2000;Irshad Ali & Yadav, 2015), for example as complementary alternative medicines and dietary supplements (Mohamed, 2004). Herbal products have experienced significant growth in product demand (Ismail & Mokhtar, 2016).…”