Mohammad Hassan Seif; Saeed Talebi; Marzieh Tajvaran
Volume 7, Issue 2 , May 2018, , Pages 153-172
Abstract
the present study was done with the aim of presenting a causal model for relationships, Socialinfluence and Subjectivenorm emphasizing the mediating role of perceptionease of access and perceived usefulness programs of the Fars Youth people’ attitude to thesatellite programs. toward satellites ...
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the present study was done with the aim of presenting a causal model for relationships, Socialinfluence and Subjectivenorm emphasizing the mediating role of perceptionease of access and perceived usefulness programs of the Fars Youth people’ attitude to thesatellite programs. toward satellites T.V. The population of all residents over 15 years in fars were randomly selected through Multistagecluster sample of 600 questionnaires were evaluated. The findingshas shown that the variables of socialinfluence, subjective norm, perceived usefulness andperceivedfacility ofuseofsatellite media have a direct and significant effect on the Useofsatelliteattitude. The author of the survey conclude the causes of pupulation’ attitude toward the satellites T.V. channels and their effectiveness is a complex process which is related to many variables and factors. Some of the factors are as follow: access and media facilities, spiritual benefit, the rate of satisfaction in using the media.
