Examining the Media Consumption Patterns of Iranian Users in Cyberspace: A Media Communication Management Approach

Abstract

This study aims to investigate the relationship between users’ trust in media, digital infrastructure, demographic characteristics, and media consumption patterns among Iranian users over the age of 15. A quantitative and correlational research design was used to examine the relationships between multiple variables simultaneously. The statistical population included Iranian users aged 15 and above with access to cyberspace. Using Cochran’s formula, a sample of 384 participants was selected through multi-stage cluster sampling. Data were collected via a researcher-made questionnaire based on a five-point Likert scale. The validity of the instrument was confirmed by experts, and its reliability was verified using Cronbach's alpha (α = 0.87). Variables measured included demographic characteristics (age, gender, education, residence), media consumption motives (information-seeking, entertainment, social interaction), trust in media (domestic and foreign), frequency of media use (official, domestic social, foreign social), and digital infrastructure (internet access, smart devices). The findings revealed a significant positive correlation between trust in domestic media and its consumption (Gamma = 0.42, p < 0.001). A one-way ANOVA showed that higher levels of digital infrastructure were associated with greater virtual media consumption (F = 6.52, p = 0.002). Chi-square tests indicated significant differences in media consumption based on age (X² = 18.73, p = 0.001), gender (X² = 5.54, p = 0.003), and education (X² = 21.65, p < 0.001). Multiple regression analysis demonstrated that all three motives—information (β = 0.34), social interaction (β = 0.26), and entertainment (β = 0.18)—significantly predicted the type of media used by respondents (p < 0.005 for all). The study confirms that trust in media, digital access, demographic factors, and motivational drivers all play critical roles in shaping users' media consumption behaviors in the digital landscape of Iran.