REA Press 20 REA Press3042-02103042-0210 REA Press https://doi.org/10.22105/aaa.v2i1.59 Research Article Perceived media value, Social status value, Networking value, Information value, Entertainment value, Customer trust Does Perceived Media Values Affect Customers' Trust in Media-based Brands?Does Perceived Media Values Affect Customers' Trust in Media-based Brands? Liao Wenfang Department of Economics and Business, Guangdong Polytechnic of Industry and Commerce, Guangzhou, Guangdong Province, China. Tian Ziqi School of Journalism and Communication, Hunan Normal University, Changsha, Hunan Province, 410081, China. Edalatpanah Seyyed Ahmad Department of Applied Mathematics, Ayandegan Institute of Higher Education, Tonekabon, Iran. 03 2025 27 03 2025 2 1 © 2025 REA Press 2025

This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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

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.

nunn